Video Ads Delivered to Cell Phones

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At London's Heathrow Airport Virgin Atlantic terminal Bluetooth transmitters are sending text messages to nearby cell phone users asking them if they want to view a video ad on their cell phone for the new Range Rover Sport SUV. Billboard company Maiden Group and technology company Filter UK have teamed to place transmitters in the airport along with 30 UK train stations. Only cell phone users who have Bluetooth capable phones will receive the text message asking if they want to view the ad. The program seems to have worked. In a two week test, 13,000 out of 87,000 Bluetooth-enabled phone owners opted to view the ad. At 15 percent, that's a pretty good success rate. The Wall Street Journal has more.

by Steve Hall    Aug-22-05   Click to Comment   
Topic: Mobile/Wireless   

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Comments



Comments

Here's why I get a little green when I hear those statistics. What defines a successful mobile campaign? If I were to launch the exact same campaign in the states, I guarentee adoption would be less than 1%. Why?

A few reasons. One, bluetooth utilities are few and far between - I would suspect that a majority of Americans don't bother keeping bluetooth on all the time as it's a drain on your cell's battery.

Two, you need to seek permission, known in mobile speak as an "Opt In", in order to send a corporate message to a consumer's mobile phone. If not, it can be labeled as spam and the operators can fall under some seriously intense scrutiny and fines.

Finally, there are fragmented standards when it comes to different devices receiving video. Some are 3GPP, some are others. Point is there isn't one consistent mobile standard that sends an optimized transcoded video to each individual mobile device.

With that said I applaud the effort and hope that one day we too can receive consistent messages on our mobile phones.

Posted by: craig on August 22, 2005 1:29 PM

Craig (previous comment) - I hope that last sentence was sarcasm. If it was: thanks for the humor. If it wasn't: are you nuts?

Posted by: Bruce DeBoer on August 22, 2005 2:06 PM

The only reason the numbers were so high is that this is new and unique and its something the new tech adopters can play with (and thus justifiy their tech purchases). As these ads become more common, the newness will wear off and acceptance rates will fall thru the floor.

Posted by: Mark Mascolino on August 22, 2005 3:27 PM

Mr. P. Dick, wrote a short story that was filled with cell/bluetooth ads that spoke to you personally. The story is set in a 2054 Washington D.C. The ads as presented in the movie version were delicious. Again fact surplants fiction. amazing. The whole opt-in thing is genius. ads that inspire. awesome. enjoyed the wsj.com report also a good read. thx!

Posted by: arthur on August 22, 2005 3:28 PM

just imagine, everytime you pass a billboard, your phone starts ringing. NOT COOL.

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