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BizReport : Trends & Ideas archives : December 27, 2006

Banner Ads On Tap For Verizon Customers

Starting in January, Verizon Wireless will join the ranks of cellular providers allowing banner ads on cell phones. The mobile ad spend is expected to skyrocket in 2007.

by Kristina Knight

According to the New York Times, the banner ads will display on news, sports and weather sites and users access from their Verizon phones. At first, the offerings will be limited and will exclude some kinds of video clips. Execs hope this limited offering will create a greater demand for Verizon ads.

“We know we can make significant dollars in mobile Web advertising in 2007,” said John Harrobin, vice president of marketing and digital media for Verizon Wireless (via New York Times). “That said, we likely will not — we want to take it carefully and methodically, and enable the right experience.”

Mobile ads are becoming more popular with advertisers because of the ability to target users. Demographics like age, gender and location are all pluses for the marketer, however since the medium is relatively new there isn’t a lot of research quantifying cost and value.

Mobile ad spending should total some $150 million in 2006, up more than three-fold from $45 million in 2005, according to Ovum Research, which projects that mobile ad spend will reach $1.3 billion by 2010.

Tags: mobile marketing, mobile search, mobile text messaging

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