IQ News: Analysis - Hitting users where they live

The handful of companies that are ramping up their service and product offerings for wireless advertising already know the mantra for effectively reaching their target audience: location, location, location.
While most consumers concede that they are willing to listen to marketing messages–as long as the products and services being offered are relevant and attractive–marketers have had difficulty finding the balance between broadcasting their messages too widely and interrupting a consumer at inconvenient times. With ads delivered through wireless devices, advertisers can perform a kind of “surgical” marketing technique, achieving the twin goals of minimal intrusion on a user and maximum value to an advertiser.