Ads for cheaper mobile plans?

Germans tired of high mobile phone bills may see some relief from a new programs from Alcatel-Lucent. The company is inserting ads onto mobile devices for German mobile provider E-Plus. The ads served via mobile are demographically targeted.

by Kristina Knight

The targeting information is provided by Gettings, a subsidiary of E-Plus.

In exchange for receiving the mobile ads, consumers get additional minutes or texts with their plan. Consumers can choose what type of advertising plan they want, ranging between 10 and 25 ads each week; consumers interested in the program click off topics of interest to them and receive ads based on the information provided. The opt-in feature should calm privacy-seekers' nerves on the platform.

Will the program fly? It truly depends on how targeted the ads are and if the ads delivered stick within the topics consumers click off of their lists. With the right targeting and the right offers, a program like this could be a godsend for marketers because more and more consumers are relying on cellular service rather than landlines; with some many consumers connected to their mobiles and receiving ads for additional minutes, it gives marketers a near-captive audience. But, again, all of this depends on the targeting and offers sent to the consumer. One slip up and consumers will likely unsubscribe from the service, leaving marketers in the cold.

One thing is certain: if the program works in Germany, cell providers in other companies will likely begin to look into programs of their own, which could change how mobiles are used and viewed by consumers and marketers alike.