I’ve never been totally clear on exactly how mobile advertising was supposed to work. I’d like to blame that on the fact that there hasn’t been one tried-and-true advertising model they’re sticking with. There are banners on providers’ portal sites, I get one PPC result when I use Google on my phone, but advertising, at least on my cell phone, is pretty sparse.
One mobile advertising model that actually sounds appealing is to offer subscribers incentives, such as free minutes, for viewing ads. Virgin Mobile has been testing this model with its ‘Sugar Mama‘ program, as the Seattle Times reports today: “In its first seven months, the Sugar Mama campaign awarded 3 million minutes to about 250,000 of the registered customers.”