We were interviewed for this article. It appeared in Barron’s last week.
Personalized promotions: sending the right ads to your phone
By Peggy Anne Salz (MSearchGroove)
The advance of the mobile Inter-net, the emergence of mobile search services and the debut of full-feature mobile devices have created new and lucrative opportunities for mobile advertising — presenting consumers with interactive and personalized promotions on the fly.
Such tools and technologies lay the groundwork for mobile campaigns that are more engaging and effective than the initial efforts deployed by brands, agencies and mobile operators. While those campaigns bombarded consumers with blanket messages, today’s focus is on harnessing segmentation, location and a deeper understanding of what individual customers do on their cell phone — delivering the right advertising message to the right consumer under the right circumstances.