Permission-based mobile advertising, up close and personal

David Jones' views on social and collaborative advertising was the subject of the last post: Advertising Games where Olympic sponsors that used a traditional enforce and command approach were criticised.  Similarly Truong et al (2010) in exploring strategies for digital media find that a 'need to engage in permission-based advertising' is more acceptable as 'people don't use their mobile phone the same way they use the internet or watch TV' (Truong et al, 2010, p714).

This topic rings a bell with me (pardon the pun) as over the summer I have received a bunch of of permission-based mobile ads.  Have you experienced this phenomena too? If so, how does such personalised advertising make you feel? And in terms of creative advertising practice, should/do you use the same strategies to create them?

Here is a sample of the mobile ads I received, each of which have an 'opt-out' option:

Get a free eye test with Optical Express. Click here to book your appointment 13-Jul-12 13:19

Get flexible learning and drive your career forward with a Master's degree from the Open University. Click here for your free guide  Received 14-Jul-12 10:54

 Sort your summer reading list with 10% off when you spend £20 at Waterstones.

Reminder: to stop Bright Stuff messaging, text STOP to 200000 (free to opt out). Received 09-Aug-12 09:58.

  The topic of these ads are as Truong et al (2010) suggest,

 more personalised and contextualised. Advanced adserving technologies ...allow advertisers to target consumers with more relevant and localised messages. (Truong et al, 2010, p715).

Apparently this technology for geolocalisation of individuals has 'set off alarm bells for legislators seeking to prevent the abuse of consumer data and constrain the future of personalisation' (p716). It is unnerving to receive ads that are so relevant and I am not sure I like that sensation. Needless to say I have TxT STOP and opted out of all the ads received. I am however planning on booking an eye test soon!  This is because I was thinking of doing so anyway - but therein lies the beauty of mobile ads, what Fogg (2003) defines of the Kairos factor - presenting the message at the opportune moment.

 According to Jones and Truong et al three screen (TV, internet and mobile) advertising campaigns should not communicate the same advertising message, instead only complimentary content should be created instead. This view resonates with Andy Fowler (Executive Creative Director Brothers and Sisters) who explains that each medium has a different function. Have these views got any implications for your creative practices? For example, how will creating copy for a permission-based mobile advert differ from the method used for a traditional TV or print campaign?