segunda-feira, janeiro 16, 2006: Forget the 30-second spot on a 50-inch high-definition TV. How about a three-second message on the tiniest of screens?

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Jon Raj, vice president of advertising and emerging media with Visa USA, said he expected to see many new ad formats that could combine the text, video and the location-based nature of the phone.

"Unlike the computer, or a magazine or television," he said, "the phone is a piece of you."

That quality, which makes mobile marketing so powerful, could also make phone ads widely disliked and force carriers to use them very cautiously, said Edward Snyder, a financial analyst and co-founder of Charter Equity Research, where he covers the cellular phone industry.

Jeffrey Nelson, a spokesman for Verizon Wireless, said the company had "no immediate plans" to send video ads to cellphone screens widely.

Another limiting factor is phone technology; only a small fraction of phones can play video, though many can use browsers to surf the Web and display some content.

The wireless industry and some advertisers say they have spent several years figuring out how to deliver unobtrusive messages. The carriers have adopted a voluntary code of conduct developed with the Mobile Marketing Association, which permits sending commercial messages only to consumers who agree to receive ads. For instance, a consumer must send a text note asking for information or click on a banner ad for the full pitch.

"This has to be approached delicately because there's a fine line between adding value to a customer and intruding," said Pragnesh Shah, vice president of product innovation at Sprint Nextel. Still, Mr. Shah said he saw enormous potential in delivering advertising on a device that is always on and carried everywhere.
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One reason for growing interest in cellphone ads, Mr. Burgess said, is the relatively high rate at which customers click on banner ads on mobile screens. The click-through rate is around 4 percent on phones, compared with 1 percent on the Internet, he said.

Mr. Burgess attributes the higher response rate to a greater ability to aim ads at particular consumers based on factors like time of day and the kind of handset they are using.
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Marketers Interested in Small Screen - New York Times

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