Interactive Local Media Advisory

Targeting Users: Application Level Innovation in Mobile Local Search
Michael Boland , 6/12/2006

SUMMARY: Mobile local search is a growing area that has many marketers excited about the prospect of serving targeted ads to mobile users. There are, however, many challenges in developing mobile search platforms and advertising models that satisfy the concerns of both wireless carriers and end users. Carriers don’t wish to compromise a user experience already impinged on by hardware restrictions (i.e., small screen and keypad), while users have privacy concerns about being targeted and served unsolicited ads based on their location. Technology restrictions, such as a lack of GPS ubiquity, are also barriers. There is, however, a great deal of innovation happening at the application level by third-party software developers. Such companies will help accelerate the adoption of mobile local search and advertising by addressing these challenges.

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