Will American users willingly accept wireless advertisements sent to them over cell phones and other mobile devices? What inducements might convince someone to accept the messages? Would you accept the advertising in return for a free service? How would you feel if the advertisements were targeted at your personal profile? Would this make a difference in your willingness to accept the advertisements?
You are on the road and need to call home. Just as you pass a Pizza Hut, you open your cell phone to make a call. What are the first words you hear? “The Best Pizza Under One Roof.” This scenario may seem a little futuristic, but today’s technology makes it possible to deliver targeted advertising in all sorts of new ways. WindWire and DoubleClick, for example, both have wireless marketing and advertising networks that deliver targeted advertisements, coupons, and promotions to leading wireless Internet devices, including cell phones, personal mobile devices, and two-way pagers. In one study of cell phone users, participants were given free text-messaging capabilities in return for the more than 100,000 targeted advertising messages. More than 60 percent of the participants liked receiving targeted advertisements, and 20 percent asked for more information after viewing the advertising message. Will American users willingly accept wireless advertisements sent to them over cell phones and other mobile devices? What inducements might convince someone to accept the messages? Would you accept the advertising in return for a free service? How would you feel if the advertisements were targeted at your personal profile? Would this make a difference in your willingness to accept the advertisements?
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