Advertisers target Smart Phones Now!
Having a good time with your Smart Phone ? Some trouble is yet to come!!
Playing games to surfing the internet on the Smart Phones is common now and the advertisers are finding ways and means to target your smart phones also. As the technology advances with GPRS ,GPS 3G and 4 G on their way to your phone advertisements do not seem to leave your lives soon!
The millions of people who use their cellphones daily to play games, download applications and browse the internet may not realise that they havean unseen companion: advertisers that can track their interests, their habits and even their location.
Smartphones, like the iPhone and BlackBerry Curve, are the latest and potentially most extensive way for advertisers to aim ads at certain consumers. Advertisers already tailor ads for small groups of consumers on the web based on personal information. But cellphones have a much higher potential for personalised advertising, especially when they use applications like Yelp or Urbanspoon with GPS to identify a person’s location, right down to the street corner where they are standing.
Advertisers will pay high rates for the ability to show, for example, ads for a nearby restaurant to someone leaving a Broadway show, especially when coupled with information about the gender, age, finances and interests of the consumer.
Eswar Priyadarshan, the chief technology officer of Quattro Wireless, which places advertising for clients like Sony on mobile sites, says he typically has 20 pieces of information about a customer who has visited a site or played with an application in his network. “The basic idea is, you go through all these channels, and you get as much data as possible,” he said.
The capability for collecting information has alarmed privacy advocates.
“It’s potentially a portable, personal spy,” said Jeff Chester, the executive director of the Center for Digital Democracy, who will appear before Federal Trade Commission staff members this month to brief them on privacy and mobile marketing. He is particularly concerned about data breaches, advertisers’ access to sensitive health or financial information, and a lack of transparency about how advertisers are collecting data. “Users are going to be inclined to say, sure, what’s harmful about a click, not realising that they’ve consented to give up their information.”
For now, advertisers are using a wide lens to survey people’s behaviour on phones, aiming at people by city rather than by specific neighbourhood or street.
And while they collect specifics about how someone behaves on the mobile website — for instance, that someone bought a “Hot N Cold” ring tone after seeing an ad for it, then watched a Miley Cyrus video on TMZ.com — they use that information to categorise that person as a pop-culture fan, and then show a movie ad.
Advertisers are eager to use the information for much more specific targeting, however. An advertising system could know, for instance, that someone is 27 years old, male, a New England Patriots fan (which NFL.com can track), plays Blackjack, travels frequently between Boston and New York on weekdays (which applications using GPS can track) and uses a 3G iPhone. That would make him attractive to a host of advertisers, like the Delta Shuttle or a Las Vegas hotel, whose ads would appear while the consumer was browsing on his phone.
“Everyone’s in an arms race to find out more and more about their users,” said Eric Bader, the managing partner of the mobile advertising firm Brand in Hand. Even application developers are handing over information about their customers to marketers. Dockers San Francisco, a brand of Levi Strauss, for instance, is beginning a campaign this week that will run on applications like iBasketball and iGolf. It will show a model wearing khakis, and the iPhone customer can shake the phone to see the model dance.
Dockers will start by tracking how long people shake the ad, and then “if it does make sense to do follow-up with these consumers, we’ll do that,” said Jonathan Haber, the United States director of Ignition Factory at OMD, the media agency directing the campaign. “We dig in, specifically, with these application developers and owners to get information about usage behaviour.”
It’s not just behaviour, but also data on income, or even whether you have children, that advertisers consider. A company called Acuity Mobile, whose clients include the MGM Mirage and Harrah’s Entertainment, lets clients use consumer data, including, potentially, income, to determine what kind of offers clients should see.
Way to go Advertisers!!!