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NEWS PRODUCTS, SERVICES & APPLICATIONS Wireless Advertising From On-line Banners to Wireless Coupons The printed coupon may become an artifact if Advertising.com’s wireless coupon initiative delivers on its promises. The Baltimore-based company has launched a Web-based delivery system that allows consumers to send on-line coupons to their wireless phones or e-mail address for future use. Instead of bringing the printed coupon to the store, consumers will take their phone to the merchant to cash in on the savings.By clicking on the Web banner ad and then keying in their cell phone number, the customer can direct the special offer to their mobile phone, with a text messaging service. The consumer also has the option of printing out the coupon or e-mailing or forwarding it to friends or family for their use. "On-line couponing and promotions will bridge Web and wireless for many advertisers, said Scott Ferber, co-founder and CEO of Advertising.com. "With our service, advertisers will be able to monitor consumers’ use and interest in wireless promotions." Advertisers will have the ability to geographically target coupons to Internet users who may have an interest in a particular product of service. Advertising.com’s AdLean technology is at the core of its geotargeting service. The technology ‘learns’ where campaigns work best and automatically refines their placements to meet advertisers’ targets. Until the next generation of location-based wireless technologies enters the mainstream, initiatives like Advertising.com that bring together wireless and on-line campaigns are a first step in using the existing technology to offer wireless advertising. For more information: http://www.advertising.com/pressroom/010220.htmlMobileinfo Comments and Advisory: Potential of wireless advertising market excites wireless executives a great deal. It does have a potential but there are lots of pitfalls that advertising executives do not want to understand. They are being fed with reports from self-interested consultants and vendors. It will be tough going for a while. You can not replace a junk mailbox outside your house with instant coupons and ads in a thin phone whose main purpose is to get critical information. However, in more leisurely environment e.g. on holidays, wireless advertising will succeed. it will also take off with young active groups in the next few years. Note: This news release may contain forward-looking statements. Readers should take appropriate caution in developing plans utilizing these products, services and technology architectures. All trademarks used in this summary are the property of their respective owners. NEWS
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