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Google CEO: Forecasts A 'huge revolution' In Location-Based Ads

     
6:49 pm on Jan 25, 2008 (gmt 0)

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The arrival of a truly mobile Web, offering a new generation of location-based advertising, is set to unleash a "huge revolution", Google Inc Chief Executive Eric Schmidt said on Friday.

"It's the recreation of the Internet, it's the recreation of the PC (personal computer) story and it is before us -- and it is very likely it will happen in the next year," he told a panel at the World Economic Forum.

But Schmidt said this figure was too low and failed to take into account the fact the mobile Web was reaching a tipping point.

Google CEO: Forecasts A 'huge revolution' In Location-Based Ads [uk.reuters.com]

7:00 pm on Jan 25, 2008 (gmt 0)

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I hope he's right. It's enough of a tipping ppoint I just got my first mobile site working, even suffered through the .mobi validators. I'm excited at how well it's working, and hope usage takes off.
8:04 pm on Jan 25, 2008 (gmt 0)

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Why do I want ads on my phone?

I gather the GSM carriers are more permissive, but at least with my carrier (Verizon) you have to give permission to programs to use location-based services.

No way am I going to give some ad software (or my browser) permission to give out my location to advertisers!

I presume as things go forward, mobile browsers will have a permission system to allow/disallow location data to sites.

I will be using an ad-blocker (presuming they will be available) and denying location-based data.

Savvy consumers will be doing the same.

Yes, I agree there is a huge opportunity for location-based SERVICES. I think there are plenty that consumers would be willing to PAY for.

But mobile phones are distracting enough as it is - there will be a backlash if people's phones are constantly beeping about a free latte upgrade...

9:08 pm on Jan 25, 2008 (gmt 0)

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It is magnitudes easier for local businesses than national data suppliers to maintain local relevance and accuracy.

I have seen some tests for leveraging mobiles and services in malls and large supermarket or department stores. An intranet allows one to maintain control and maximise revenue.

It will certainly be an interesting next couple of years.

Which I believe I've been saying for a decade now. :)

9:14 pm on Jan 25, 2008 (gmt 0)

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I'm always on my iPhone browsing the web, managing my sites, etc.

Funny thing is, I can see all the standard ads (Adsense, Banners, etc) on my phone just fine... And my site is not optimized for mobile.

I guess my point is, it may not be necessary for everyone to go out and build a mobile version of your site. In a few years every phone will be as capable as the iPhone and they won't require a slimmed down version of a site.

Just my 2 cents!

12:08 pm on Jan 26, 2008 (gmt 0)

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I hate that the revolution is likely going to include the following.

"Ring... Ring... Ring... Hello? RUSH ON DOWN TO WESELLSTUFF IN THE NEXT 30 MINUTES AND GET... click!"

This mobile stuff combined with GPS phone tracking is potentialy icky.

1:51 pm on Jan 26, 2008 (gmt 0)

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News Flash:

On Friday, November 25, 2014, the entire population of Los Angeles was wiped out by a spontaneous burst of wave energy, generated by a rare confluence of messaging events: Black Friday sales messages, a stock market collapse, American Idol L.A. finalist voting, competing offers of free coffee at McDonalds and Starbucks, and the birth of the Spears quintuplets.

Funeral services will be held in Las Vegas, since Las Vegas' population was recently vaporized by a similar messaging-wave-event, attributed to rumors of a free Celine Dion / Barbara Streisand concert.

1:58 pm on Jan 26, 2008 (gmt 0)

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I will be... denying location-based data.

Savvy consumers will be doing the same.

I reckon the benefits of disclosing your location will be so abundant that everybody will do it, and it will become normal (in the same way that disclosing personal details on social media web sites has become normal)

1:20 am on Jan 27, 2008 (gmt 0)

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I reckon the benefits of disclosing your location will be so abundant that everybody will do it, and it will become normal (in the same way that disclosing personal details on social media web sites has become normal)

Reminds me when an IR chick homed in on my newly bought pay as you go mobile as I owed them 50 pounds ..

And I really envy my chipped dog, she could get location based ads since 1995 ...

The more ads Google slaps on everything the more adblind people will become..

7:35 pm on Jan 27, 2008 (gmt 0)

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Ad revolution: Not on my cell phone. Small screen and laborious typing... no thanks.
9:12 pm on Jan 27, 2008 (gmt 0)

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The more ads Google slaps on everything the more adblind people will become..

General advertising already appears on billboards, buildings, bus stops, trams, the walls of subway stations, in airport terminals, and even in some public toilet stalls. Why not on mobile phones, where people are at least looking at the screen and might be interested in an ad related to their location?

FWIW, I read a newspaper article not too long ago about the success of real-estate agents' ads on bus benches in Los Angeles. Apparently they really work. It isn't too hard to imagine that the same kind of ad on a mobile phone ("John Doe, Hollywood's Condo King, has a home for you!") might work even better.

11:20 pm on Jan 27, 2008 (gmt 0)

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On Friday, November 25, 2014...

He, he, he. Thanks, that's about the way I see it ;-)
2:46 am on Jan 28, 2008 (gmt 0)

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We've had location based mobile ads in Japan for about 8-9 years now. It's an opt-in service and all data packets received are free (advertisers pay the carriers). Most phones have separate ring-tone settings for these ads so you can tell them apart from regular mail or calls. I hardly even notice them, but it's nice to check occasionally for local coupons.
12:21 pm on Jan 28, 2008 (gmt 0)

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I reckon the benefits of disclosing your location will be so abundant that everybody will do it, and it will become normal (in the same way that disclosing personal details on social media web sites has become normal)

Not everybody. ;)

My mobile operator, every so often, starts sending me texts marketing something or another. I have asked them to change my privacy setting to stop this outright. Now, some smart twit at vodaTringe has decided to start sending WAP alerts. Yawn!

My US cell is completely full of voicemail spam messages. Aaaaagh, what a PITA.

I really don't want auto-opt-in for any of these things. Turn it on should I need it, then turn it off for the rest of the time.

7:22 pm on Jan 28, 2008 (gmt 0)

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Engine, there's a big difference between sending out location-based ads in text messages, e-mails, etc. and having location-based ads on the "Mobile Web." Someone who's searching Google for "doughnut shops" while walking up the Las Vegas Strip is likely to welcome an ad that says "Krispy Kreme, in the Venetian and Excalibur Food Courts."
7:37 pm on Jan 28, 2008 (gmt 0)

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In my little corner of the web location based ads on a mobile device could be a real benefit, with real value to my target audience.

I'm guessing they would be welcomed with open arms.

9:43 pm on Jan 28, 2008 (gmt 0)

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I hope he's right. It's enough of a tipping ppoint I just got my first mobile site working, even suffered through the .mobi validators. I'm excited at how well it's working, and hope usage takes off.

At the risk of threadjack (but I think this question is germane to the thread):

treeline: If you don't mind, what were some of the steps you went through to optimize your site for mobile? I can pm if this is outside the scope of this thread and you are willing to share.

2:50 am on Jan 29, 2008 (gmt 0)

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On Friday, November 25, 2014, the entire population of Los Angeles was wiped out by a spontaneous burst of wave energy

Sorry, Dude.

Ain't gonna happen.

November 25, 2014 is on a Tuesday.

3:04 pm on Jan 29, 2008 (gmt 0)

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somebody put a nickel in the juke box and put a new tune on Eric

years ago I went to a very high end wap/mobile seminar where they where dribbling about this.

Its a very nice market and wap and mobile internet is plagued by bad implementations like WAP - the fact that it rhymes with crap is no surprise one speaker even used Sub in an uniroinc way thatís what Phone company types used to refer to customers in the old days.

Just get ATT to finish rolling out strowger and the FCC to get its act together and maybe the states will have a mobile infrastructure thatís first world instead of making some failed states look good.

3:13 pm on Jan 29, 2008 (gmt 0)

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Argh I ment Niche not Nice