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BizReport : Mobile Marketing : November 22, 2006

Behaviorally Targeting Mobile Users

Mobile service providers in the United States are preparing for a new roll-out of a tool that takes behavioral marketing to the next level. The tool will identify users by demographic – age, sex, region – and also by past behavior.

by Kristina Knight

Not all mobile carriers have said whether they will adopt the tool, however, advertisers from the Navy to AOL and even Major League Baseball have signed on. For Sprint/Nextel’s “deck” offer, marketers can put targeted ads directly on a provider’s deck page, rather than further into the platform. The deck is the landing page for users accessing the web via their mobile and has previously been ad-free.

John Styers, general manager-mobile advertising for Sprint said (via AdAge), "We're collecting a bunch of data on the consumers, not only on the demographic side but their behavior within the click stream to get a better idea of the targeting -- what type of individual they are, so that the ads can be targeted to a specific segment. Then we're offering those segments as the categories by which the brands can market their products."

Sprint and carriers who have not determined if they’ll open their decks to ads say they will follow government regulations that will keep consumer information private.

Still, some say this type of targeting is too much. Rather that targeting a sports ad for a ballgame, marketers will be able to target an ad based on the user's location, gender, type of phone used and even time of day.

Marc Lefar, Cingular’s chief marketing officer said, “The question becomes: What will customers be willing to accept and what do they need to receive in terms of value to accept [the ads]?"

Tags: mobile ads, mobile marketing, Mobile phones, mobile text messaging

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