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Advertisers Toy With Plans To Send Ads To Cell Phones

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The Tampa Tribune

Published: January 2, 2008

Advertisers have been spending a little money here, a little there trying to gauge how to sell their products on mobile phones. The efforts so far are best described as trials and pilots, lacking in comprehensive strategy.

"It's the Wild, Wild West right now," said Rick Sizemore, chief strategy officer for the tech consultancy Multimedia Intelligence. "This is an interesting and compelling vehicle, but they don't necessarily know who to work with. There are so many options out there: a lot of hype with no substance, and then a couple of gems."

Advertisers have a number of hurdles to overcome, such as delivery to a myriad of devices and the skill level of individual cell phone users.

This Section, Page 6

•Single Touch Interactive plans to unveil in February a program that lets customers activate electronic coupons by dialing the pound sign on the phone followed by "SAVE."

•More than 80 percent of Americans own cell phones - a statistic Jupiter Research analyst Neil Strother equated with "carrying a potential advertising channel in their pocket."

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