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With mobile advertising poised to surge in 2007, Verizon wireless - a brand among the nation’s most advertised - intends to seize the opportunity and itself become an ad medium.
Banner ads will begin appearing on news, weather, sports and other websites that users visit via their Verizon mobile phones, reports the New York Times (via MarketingVox). Verizon officials say they are being cautious by limiting where ads are displayed and excluding standalone video ads, which customers find intrusive.
Cell phones are both personal and widely owned, so marketers’ messages could, in theory, be tailored to and targeted based on demographics like age, gender and location. But there’s a shortage of data about whether the ads motivate consumer behavior.
“There’s still a question of cost and value,” said David Cohen, EVP and U.S. director of digital communications for Universal McCann. Because of a lack of inventory, CPM rates average around $40, compared with $10-$15 on the web, he is quoted as saying.
Mobile ad spending should total some $150 million in 2006, up more than three-fold from $45 million in 2005, according to Ovum Research, which projects that mobile ad spend will reach $1.3 billion by 2010.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
PC Magazine will stop publishing a print edition with its January issue. The magazine will shift operations entirely online.
The magazine will be sent via email with a link to the current edition. It will continue to look like the…
The switch to digital television arrives in less than three months, and to remind consumers of the transition, the National Association of Broadcasters is running a campaign across PumpTop TV’s network of screens at gas stations.
The spot began airing…
Following an inability to agree with studios on payment for shows distributed online, the Screen Actors Guild has decided to pursue strike authorization from its members in a move the Alliance of Motion Pictures and Television Producers calls “bizarre.”
Should…
Getting real-time, 24/7 online access to company news and reaching responsive and efficient PR representatives still rate high on journalists’ wish-lists, but reporters are increasingly sourcing stories from new forms of media as well, according to research from Bulldog Reporter and TEKgroup…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
