While Commercial Alert's Gary Ruskin says, "Good luck," cell phone providers have adopted a set of guidelines, Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services, which is intended to place limits on marketer's use of the cell phone as an advertising medium. The guidelines call for double opt-in to promotions, how people are charged for air time and wording people can use to opt in or out of promotions. Even as the guidelines are adopted by all major U.S cell phone companies, Ruskin believes cell advertising will, none the less, proliferate and cause a backlash similar to those that have occurred in Europe where the medium is more established. Ruskin is particularly concerned over the guideline's allowance of opt-in list sale to third parties.
Is that a Podcast in your pocket or are you just happy to see me? Further insuring the cell phone's position is the center of the universe, FreeRange Communications today introduced FreeNews, an RSS news and weblog reader for mobile devices, phones and PDAs. With FreeNews, people can get feeds of Web information—such as news, sports, weather, stock quotes, or company news—directly on their phones.
The Media Drop reports Google has acquired (hired the execs of) Dodgeball, a company that enables cell phone users to have a text message sent to their phone when their friends are nearby. Now, not only will Google know your every online move, they will potentially know your physical location anywhere in the world enabling them to port their online contextual ad model to an offline, geotextual, SMS ad model. there's no stopping these guys.
Launched last week, a new Times Square billboard for Nike allows people to manipulate the board's imagery using SMS to build their own sneaker which can them be purchased online at a web address sent back to the person's phone. The board only accepts manipulation between noon and 1PM and 3PM to 5PM. It's an admirable effort towards increasing time spent with the brand. Though, with the number of people passing by, SMSing the board, it's a wonder it won't explode responding to all the requests.
Teaming with U.K.-based mobile marketing company Flyxt, Time Inc. launched, on April 1, a text messaging campaign directed towards current and prospective People and Teen People magazines that provided news, polls, horoscopes and chat rooms. The campaign is expected to expand to other titles, including Time and Entertainment Weekly, this week and to Sports Illustrated in a few weeks.