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CBS Mobile has teamed with social networking service Loopt to offer cellphone ads based on a user’s location.
The ads will appear on CBS Mobile News and CBS Mobile Sports, The New York Times reports. When Sprint Nextel and Boost Mobile phone users visit one of the two sites, they might see an ad from a business in the neighborhood, rather than a random banner ad.
Users must be with one of the two carriers that have deals with Loopt. They must also be using a phone equipped with a GPS tracking device.
Sam Altman, Loopt’s chief executive, says that by the end of 2008, as many as 50 million mobile phones in the
While privacy is a major concern, there is a growing belief among advertisers and marketers that Americans will embrace this type of marketing, provided it is relevant and useful. CBS Mobile and Loopt are requiring that customers opt in once the service starts. The ads will be delivered anonymously, and location history will not be stored.
To date, no advertisers have signed on. National advertisers rather than local ones will likely come aboard first. Though local advertising has not taken off on most websites, location-based ads would allow small retailers to tap into more niche audiences.
The two sites combined had five million unique visitors in the fourth quarter of last year, according to CBS.
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