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Isn’t CellPhone Screen Too Small To Be A Billboard??

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In an ad-saturated world, the cellphone screen is a nearly pristine canvas.But a number of area companies are helping to transform the device that 220 million people are loath to leave at home into a personal, pocket-sized billboard, hawking everything from the latest ringtone to Fabio-favored “I Can’t Believe It’s Not Butter!”

“We’re calling the phone ‘the brand in your hand’ — you’re never more than a foot away from it, 24 hours a day,” said Fareena Sultan , associate professor of marketing at Northeastern University’s College of Business Administration. The challenge, Sultan said, will be to produce an advertisement for the phone “that excites the person holding it.”

Fueled by faster wireless networks, more capable phones, and increasingly popular data services, the cellphone ad space is poised to grow, according to industry watchers, and a cluster of Boston start-ups have positioned themselves as the middlemen who bring brands to the screen.

uLocate Communications Inc. in Framingham plans to unveil mobile advertising that uses global positioning technology to send ads to phone users in specific locations later this year. MobileLime in Watertown turns the phone into a mobile membership card that receives coupons and store alerts from grocery stores and fast-food restaurants.

For now, people are “pulling” ads toward them — visiting mobile websites supported by ads, clicking on banner ads, reading sponsored search results like the ones that show up on Google, or sending short text messages to enter contests and get product information.

Ads must be targeted, relevant, and even cool but i think the cell phonescreen is a little too smaller to be a Billboard. But no doubt if the ad is creative and compelling enough it can generate greater viewership. Lets see where will this mobile advertising take us!

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February 22, 2007 - Posted by | Best mobiles, Mobile news

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