Wednesday, January 03, 2007

Job Ads to Wireless Phones?

On the heels of its controversial buyout of BellSouth, AT&T will begin selling ads on cell phones as well as its TV and its Internet service this year, according to a report in The Wall Street Journal (abridged from Click Z Network).

"Advertisers don't need to be convinced to use the [mobile] medium," said Will Hodgman, CEO of mobile market research firm M:Metrics. "The audience is drawing the marketer, where it's usually the other way around."
An average of nearly 14 percent of U.S. mobile users, or 27.5 million, reported receiving up to five ads on their cell phones between September and November of last year, according to M:Metrics. An average of about 1.7 million were served six to 10 ads on their phones during that time.

The research firm found that 4.6 million users surveyed responded to a cell phone ad, and more than 17.4 million of the ads promoted services from the users' current mobile carriers themselves.

Well, I wouldn't promote this as a solid idea for reaching passive candidates (texting job ads to cell phones). I think you'd lose more potential candidates than you'd gain.

But I can promise you....somebody is going to try it (targeted job ads to wireless phones).

The temptation is too great. The technology too sophisticated.

Pardon me, but I just received a text message...gotta run.


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