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Friday 21 March 2008

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The relentless colonisation by advertising continues to reach into our lives with our mobile phones being the new frontier.

Globally, $US450 billion is spent on advertising each year (according to Informa Telecoms and Media) with internet advertising accounting for a mere $US24 billion.

At the moment of trifling $US871 million is spent on test-based advertising sent to mobile phones.

But advertising is not content with world domination.  It always wants more. And mobiles offer a truly compelling medium.

Along with money and keys, our mobiles are always with us.

At Mediation Communications we are already have a lot of success with press ads which offer SMS contact numbers to Gen X and Y consumers .

There are a far more mobile phones in the world than computers (205 billion at last count) and, unlike computers which rely on IP address, advertisers could know exactly where we are.

Putting aside privacy considerations for a moment, GPS technology exists today to allow an advertiser to know exactly where you are.  For instance, you may be shopping for clothes, stopped staring in Myers Bourke St window. 

Ring, ring.  “You’d look great in that,” says the advertisement just pushed through to your mobile.

All new phones sold on the US have GPS built in.  And we accept as a universal truth that it’s just a matter of time before these trends reach down under.

“Oh, that would never happen,” I hear you say.  “I wouldn’t accept advertising to my phone.”

But would you accept free calls in exchange for advertising?  Just as we’ve accepted this model in free-to-air broadcasting since TV was introduced in 1956?

In the US Virgin Mobile has already given away 100 million free minutes of airtime in exchange for acceptance of advertising.

Advertising.  You can run but you can’t hide.


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