But subscribers who are budget-minded enough to participate are often not the most attractive target for advertisers. In the long run, pushing ads may not be the best way to use the mobile medium. He says advertisers must realize how mobile phones are different from televisions. You turn on your mobile because you want to do something. You turn on the TV because you want to be entertained.
Brands have to understand how to do something for the consumer.
For instance, m. Ogilvy created a mobile recipe site for Nestle on Japan's NTT DoCoMo i-mode service. Since its launch in November, it's received a million page views a month, with traffic peaking just before dinnertime. There's no guarantee the information is unbiased the marketing message is often mixed with editorial content. But consumers may find it a lot easier to stomach than winged spam.