Mobile Ads: the New Face of Advertising移动广告：新面貌广告
Ads are conventionally targeted at the masses through the various media of TV, radio, newspapers and magazines.广告是传统针对人民群众通过各种媒体的电视，广播，报纸和杂志。 Ads must reach a great number of potential consumers for the product or service advertised to get maximum publicity and exposure.广告必须达成了大量潜在消费者的产品或服务广告，以获得最大的宣传和曝光。 But strong competition forces ads to be more personalized and advertisers to look for alternative ways to influence users.但是，激烈的竞争势力广告更具个性化和广告商寻找替代办法来影响用户。 How can ads target consumers according to their needs at the right place and at the right time?怎样的广告目标消费者根据自己的需要在合适的地点，并在合适的时间？ In this Information Age where consumers are bombarded with knowledge and information at a mouse click or phone call away, delivering the right advertising message before it’s even requested can make a world of difference.在这个信息时代，消费者是轰炸的知识和信息，只需点击一下鼠标或打电话以外，提供正确的广告邮件之前，它甚至可以要求世界的差别。 Anticipating a user’s needs can help businesses to beat the competition to a sale or transaction.预计用户的需求可以帮助企业击败竞争的出售或交易。
One controversial way to advertise is through personalized tracking via the mobile phone.一个有争议的广告方式是通过个性化的跟踪通过移动电话。 Our mobile phone not only enables us to make phone calls, send messages, snap photos, and play games, it can help others locate where we are and transmit vital information about our lifestyles and whereabouts.我国移动电话不仅使我们能够拨打电话，发送邮件，管理单元的照片，和玩游戏，它可以帮助别人找到我们正在和传送重要的资料对我们的生活方式和下落。 Telecommunications companies have records about our personal profiles which translate into lucrative profit if sold to marketers.电信公司已记录我们的个人简介其中转化为利润丰厚的利润，如果出售给商家。 Analysis of phone calls and behavioural patterns or text messages can be exploited to target a product or service when it is in need by a customer.分析电话和行为模式或文字信息可以被利用为目标的产品或服务时，需要由一个客户。 How does this work?工作原理是什么？ Advertisers might target to the beginning of a billing cycle when a customer might feel freer with the cash.广告客户可能的目标开始了一个结算周期时，客户可能会感到自由的现金。 Location and time can sometimes indicate a person’s activity: a call to a theatre every fortnight might trigger an ad for an Italian meal in a restaurant nearby.地点和时间有时可以显示一个人的活动：打电话给剧院每两星期可能触发广告的意大利餐在餐厅附近。
The new frontier in mobile phone advertising spells an exciting era for marketers but may prove to be a nightmare for users worried about losing their privacy.新的边界移动电话的广告说明一个令人兴奋的时代，市场营销，但可能被证明是一场噩梦的用户担心失去他们的隐私。 The research firm eMarketer predicts that US spending in mobile ads will grow to nearly US$4.8 billion in 2011.这家研究公司eMarketer预计，美国支出的移动广告将增长到近48亿美元在2011年。 But the danger of carriers losing their customers to rivals is real.但是，危险的运营商失去客户的竞争对手是真实的。 At least two industry trade groups, CTIA and the Mobile Marketing Association, have come up with guidelines on getting customers’ permission and sending them constant reminders on any tracking of their calls.至少有两个行业群体， CTIA与移动营销协会，制定了指导方针得到客户的许可，并给他们不断提醒任何跟踪他们的要求。 A mobile ad distributor, Quattro Wireless Inc., quotes Facebook as a lesson for the wireless industry to strike a balance between cashing in on the new advertising medium without putting off customers or scaring them away.移动广告分销商，四无线公司，报价脸谱作为一个教训为无线行业之间求得平衡捞钱的新广告媒介不拖顾客或吓唬他们离开。
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