Mobile ads coming to Loopt cell phones

Last week, we asked guest bloggers to discuss what they think it would take for mobile ads to take off on cell phones. This week, there’s news of just such a venture from Loopt and CBS Mobile. According to this New York Times article, mobile ads should start rolling out on the CBS Mobile News and CBS Mobile Sports sites on Loopt-enabled cell phones. These ads will be geared toward specific locations via GPS-enabled phones that are currently using the Loopt service. The ads will be opt-in, meaning that a user will have the option to view the ad or continue on with their mobile experience.

I’m particularly interested in finding out how consumers respond to this mobile ad strategy. There’s been much talk that mobile advertising is inevitable, and perhaps it is, but what this news really tells me, besides the fact that mobile advertising is finally happening (I’ve heard the gospel of location-based mobile ads for years), is that more and more consumers are using mobile services and logging onto mobile sites from their cell phones. This in itself is exciting, but I still worry about the potential bill a consumer can face if they don’t have the right data or messaging plan to support these initiatives. Ultimately, unlimited data is the way to go since you won’t have any bill shock at the end of the month, but I know that’s not realistic for everyone, and each person will have to find the data plan that works with their budget. I’m just saying we have to start thinking about all the effects of mobile advertising.

Perhaps Cyriac Roeding, who runs CBS Mobile, said it best in the NY Times article: “The key is to add value. At the end of the day, if the consumer doesn’t win in this game, there is no game.”