2 new initiatives from Vodafone will attempt to increase the 0.5% of the global advertising spend that is dedicated to the mobile platform
Google will bring its AdWords approach to the Vodafone platform., where advertisers will pay to have their ads placed alongside search results.
Vodafone has also initiated a deal, again in the UK with Yahoo to provide targeted ads in various formats to Vodafone customers who opt in. Customers will initially provide Vodafone with demographic information such as age and gender, this will be married to other demographic and behavioural data based on actual phone usage. Over time, this will provide a pretty good profile of an individual and her specific areas of interest. Well targeted ads are more likely to be relevant, and relevance leads to engagement...
I am convinced that because of the personal, highly targetable and interactive nature of the device, the mobile plhone will become the channel of choice for digital CRM programs in the next couple of years.