A while back Google's Eric Schmidt shared his vision on the future of mobile phones. In short, phones will be free because advertisers will, in effect, pay for your device and service plan in exchange for you viewing their ads. Sounds good right?
Well, Paul @ HeeHawMarketing recently had an ad appear on his phone without his permission and it doesn't sound like Verizon is giving him free service or a free phone. Read more about his thoughts here.
Right now mobile advertising is in its infancy. Carriers are going to try to get away with tactics like this until enough people get pissed off. In the meantime, marketers are going to increasingly have a tougher time using this platform if the carriers continue to cannibalize its effectiveness.
Would you be mad if you started getting served ads on your phone without requesting them? Do you think you should be compensated for seeing them or is this part of the game? What if they were hyper-relevant/hyper-local?
My post from yesterday reiterates the challenge that publishers are facing. The good ones are going to learn to use advertising as a desirable feature and not force it down the consumer's throat.