Wireless Ads: Effective Or Intrusive? - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
News

Wireless Ads: Effective Or Intrusive?

Since September, 1,000 volunteers in Boulder, Colo., haveparticipated in a market study by wireless marketing technology maker SkyGo Inc. Consumers received free Web- enabled mobile phones, with the understanding that at least three advertisements would be transmitted to the devices daily, and they would have to participate in surveys. While SkyGo and advertisers say the program has been a success, numbers indicate there may not be as much enthusiasm on the receiving end.

"When we first talked to consumers and analysts about advertising to wireless, they immediately cringed, thinking it would be intrusive," SkyGo CEO Daren Tsui says. "But 60% of participants said they found wireless advertisements valuable." However, only 27% of those participants, or 162 of 600 users, say they would likely switch wireless service providers to receive ads in the future.

This week, the company will release a report that says more than 90% of the study's participants found it easy to view and navigate the ads sent to them, and 65% have used the phone to browse the Web. Local and national advertisements were delivered via SkyGo's messaging platform, targeting consumers based on their personal profiles. Most successful were the ads that embedded a Wireless Application Protocol link or a phone number that an interested consumer could activate by pushing a button or using a voice-activated response system.

Johnny Halberstadt, co-owner of sneaker seller Boulder Running Co., says the program has been a good source of new business for his company. But he admits he joined the program with some skepticism. "The biggest barrier in my mind as a retailer is that I don't want people to think I'm bugging them all the time, and that may be one of the biggest hurdles SkyGo has to cover." But once the initial backlash subsides, he says he believes the response from customers and retailers will be positive.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
State of the Cloud
State of the Cloud
Cloud has drastically changed how IT organizations consume and deploy services in the digital age. This research report will delve into public, private and hybrid cloud adoption trends, with a special focus on infrastructure as a service and its role in the enterprise. Find out the challenges organizations are experiencing, and the technologies and strategies they are using to manage and mitigate those challenges today.
Commentary
Study Proposes 5 Primary Traits of Innovation Leaders
Joao-Pierre S. Ruth, Senior Writer,  11/8/2019
Slideshows
Top-Paying U.S. Cities for Data Scientists and Data Analysts
Cynthia Harvey, Freelance Journalist, InformationWeek,  11/5/2019
Slideshows
10 Strategic Technology Trends for 2020
Jessica Davis, Senior Editor, Enterprise Apps,  11/1/2019
Register for InformationWeek Newsletters
Video
Current Issue
Getting Started With Emerging Technologies
Looking to help your enterprise IT team ease the stress of putting new/emerging technologies such as AI, machine learning and IoT to work for their organizations? There are a few ways to get off on the right foot. In this report we share some expert advice on how to approach some of these seemingly daunting tech challenges.
White Papers
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll