This article for RCR Wireless News by Laura Marriott, President of the Mobile Marketing Association, comes three ways to implement mobile advertising. Sample line about why mobile advertising is fun and relevant?
What types of advertisers are using the text-based advertising approach? Credit-card companies, travel agents, florists, automotive manufacturers—the brands that want to be in front of the consumer all of the time.
Note that it's the brand that wants to be in front of the consumer, not the consumer who wants the brand in front of them all the time.
Ms. Marriott is mindful of what consumers want when she mentions at the very end of her article
We must work together to build a sustainable channel, but let’s not forget about the consumer. 4INFO’s Thet tells me “our first and primary focus is on the consumer and putting the consumer experience first. Consumers are not opting in to have ads pushed to them.” Let’s collectively keep that in mind. (emphasis mine)
Here is an idea - why not start with the fact that consumers are not opting in before devising all sorts of technologies to place advertising when...
the backlash I immediately received from consumers was extreme: “I don’t want that on MY device, my highly personal device, my mobile phone.”
(hat tip: likateria)