[/caption]Mobile phone companies are now testing a new way of getting new customers. They are doing this by having ads for their devices appear on the devices of their competitors. This exposes their products to users who are already using something similar so they may be interested in what the competitor is offering.
The basic message of the advertisements is: Oh, you could do better than that thing. This is supposed to encourage users to switch over to the competitor. It's questionable if it would work considering the fact that most people sign two-year contracts when they purchase a phone. This means that they would probably be unwilling to switch companies when they already have a device from a different one.
According to the Wall Street Journal, Nokia Corp. recently targeted ads for its Nokia Twist device at users of the Motorola Inc.'s Razr phone. Razr users who surf the Web would be dealt an ad saying, "Are you really still rockin' a flip phone?" It then suggests upgrading to a Twist, says Gene Keenan, creative director of mobile at Isobar, a digital marketing agency owned by Aegis Group PLC that worked on the campaign on behalf of Nokia.
The term for this kind of advertising is called "intercept campaigning".
There is a lot of competition in the mobile market and this type of advertising is going to force manufacturers and companies to up their standards. They will have to try to keep their devices on top so they don't get their customers taken away by their competitors.
Mobile ad companies use technology to detect the programs and the data that control a user's mobile phone when it delivers an ad. This allows the company to determine what kind of device the person is using and allows it to give the user the targeted ads.
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