Medio Systems Inc., a mobile marketing firm that provides the default search engine for phones served by Verizon, T-Mobile, TELUS, and Amp’d Mobile, is using data from cell-phone Web searches and browsed pages to deliver ads to mobile sites. Carriers such as Sprint Nextel anticipate delivering ads based on users’ near-exact location. “We have not yet gone with a GPS-specific advertisement, but I suspect we will eventually,” says Alana Muller, Sprint’s director of wireless data marketing.

The objective for advertisers, obviously, is to cut through the cacophony of sales pitches. By some estimates, the average plugged-in individual sees 3,000 to 5,000 ads of all types each day, depending on where he lives. Most of that gets tuned out. “I think people are becoming walking TiVos,” says Omar Tawakol, chief advertising officer of Medio Systems. Early research on mobile-phone pitches indicates that about 5% of consumers who see targeted ads respond to them. That sounds small, but fewer than 1% of people click on conventional Web ads.

Read More At: Bloomberg Businessweek