“Google has introduced new location-aware advertising for iPhone and Android handsets” writes Kelly Hogkins. The user’s GPS coordinates are then used by advertisers to group their ads according to location. “This feature is pretty cool once you get over the creepiness of Google sending ads to you based upon your device, the context of your mobile usage, and now your location” Hogkins says.
This is a threat that mobile phones pose to the traditional media revenue base, when it comes marketing and attracting ads. According to Mobile Marketing 101, 2010, “mobile campaigns are convenient than traditional media as the content is kept down to a minimum and the platforms are adaptable on a mass scale”. Furthermore, Mobile Marketing , states that, the adaptability of the mobile phones will make it convenient to cross platforms and promote other media services.
The precision which the mobile phone measure data that is crucial for advertisers will force the traditional media to rethink their business models. The mobile phone has specific data that is crucial for advertisers. For instance, it can record or store data such as, location, age, gender and what search terms were used. Such personalised information is then used to target audience with the kind of content and ads they want. The competition has driven the cost down and innovation up.
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