Want to Avoid Ads? Turn Off Your Cellphone

The latest wave of advertising trends is crashing into what industry insiders call "a pristine media," or, your cellphone. Eric Sylvers' New York Times article, Cellphone Ads May Take Off Soon, exposes this new form of media proliferation, stating that mobile phones provide the kind of personal information that "Internet and television advertisers can only dream of having." Translation: Advertisers will have more access to your personal life than ever before.

There are over 2 Billion people worldwide who use cellphones, all of whom have such personal information as who they call, where they live, and what kinds of music they download available to mobile carriers. Operators can supply this information to marketers who can personally target their users in a variety of (rather invasive) styles. Banner ads may pop up on cell-phone accessed Internet sites, and 15-second spots may play before sending text messages. The advent of this kind of marketing has some people are concerned that their mobile sidekicks are "too personal to be invaded by outside interests."

Currently, most users are charged for receiving text messages, but that, along with some other usage charges, may change. Advertisers are offering a trade-off that may entice users to give in to this new-wave invasion: cheaper or free services in exchange for allowing ads on your PDA. Executive director of the Mobile Marketing Association, Laura Marriott, acknowledges the concern that consumers may have, stating that "privacy is a big issue," and that media moguls have to work together to create a benefit for both marketer and consumer. In return for reduced costs, Marriott suggests that mobile phone users should be able to "opt in for certain times of day and for certain types of advertising." Does this mean that cellphone users may be able to choose what kinds of ads they see, and when they see them?