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Cell Phones Ring for Marketers
Mobile advertising is rushing to find its way into handsets everywhere. While the effort is still in its infancy, the audience is too big to ignore, reports Business Week. "Mobile promotions have become rampant at sporting events, concerts, and ultra-trendy bars in the latter part of 2004, and they're poised to explode next year, Alex Campbell, CEO of Vibes Media. Idle cell-phone users are being encouraged via big-screen TV, or video scoreboard, to text messages to one another, answer trivia questions, or enter sweepstakes. Sometimes, participation is as high as 30%, Campbell and others say. Industry watchers say 2005 is set to be the year a lot of big brands finally give it a shot -- despite the difficulties that still loom. At this early stage, it's still hard to predict a how much will be spent on mobile advertising since the cost of these campaigns can range from thousands to millions. But like spending on video ads online in 2004, this new category looks poised to go from virtually nothing to millions in pilot investments in 2005, agencies say." |
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