Will Wireless Work for Advertisers?: the Media debate
So get ready for “on the go” advertising: AvantGo, Vindigo, SkyGo, and beyond—wireless services that will deliver timely, targeted ad messages to cellphones, PDAs, and other handhelds clutched by busy consumers. With mobile devices carrying global positioning technology, advertisers will be able to pinpoint consumers to the street corner. Combine that with profiling databases that know your shopping preferences (privacy? get over it!), and Vindigo claims it will offer advertisers “women aged 18-34 in New York on a Saturday afternoon, who are within three blocks of your store and shopping for clothes.”
Think that’s science fiction? This emerging new market is projected to reach $1.2 billion in 2003 and $16 billion in 2005. So Media Magazine asked Jakob Nielsen, a self-described “user advocate” and one of the most influential people on the web, and Mark Stephens, media director of Lot21, a digital communications company, to debate the issues and opportunities just ahead.