AT&T Intros Mobile Location-Based Ads

AT&T teams up with major brand names to launch a mobile ad system that delivers targeted info within retail 'perimeters' in major cities

Dan Jones, Mobile Editor

February 28, 2011

1 Min Read
AT&T Intros Mobile Location-Based Ads

AT&T Inc. (NYSE: T) claimed Monday that it is the first major U.S. carrier to offer a location-based mobile marketing service aimed at driving consumers to specific retail locations with targeted offers.

The "ShopAlerts" system will provide subscribers -- that opt into the service -- with offers, rewards and coupons based on their specific locations in New York, Los Angeles, Chicago and San Francisco. To provide the alerts, AT&T creates a wireless perimeter around a retail location, event or specific geographic area in order to deliver appropriate location-specific messages. Participating consumers receive relevant marketing messages -- with additional information such as weather, traffic and local shopping-area details -- when they step inside an AT&T "geo-fence".Initial sponsors for the ShopAlert service will be HP Inc. (NYSE: HPQ), Kmart, JetBlue, SC Johnson, Kibbles 'n Bits, Nature's Recipe and the National Milk Mustache "got milk?" campaign.

Why this matters
With this new service, AT&T is combining the capability to target ads very accurately -- because it knows a handset user's location through GPS and other network data -- with the popularity of online city coupon alerts like the popular daily offering from GroupOn.

But just how many AT&T subs in these major metropolitan areas will sign on to let retailers in on their location remains to be seen.

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About the Author(s)

Dan Jones

Mobile Editor

Dan is to hats what Will.I.Am is to ridiculous eyewear. Fedora, trilby, tam-o-shanter -- all have graced the Jones pate during his career as the go-to purveyor of mobile essentials.

But hey, Dan is so much more than 4G maps and state-of-the-art headgear. Before joining the Light Reading team in 2002 he was an award-winning cult hit on Broadway (with four 'Toni' awards, two 'Emma' gongs and a 'Brian' to his name) with his one-man show, "Dan Sings the Show Tunes."

His perfectly crafted blogs, falling under the "Jonestown" banner, have been compared to the works of Chekhov. But only by Dan.

He lives in Brooklyn with cats.

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