Expand Your Ad Empire

The coolest ad technologies aren't the ones that cost the most--they're the ones that engage users. Thankfully, this year's crop of cool tools doesn't require the kind of attention your MySpace page does. From reaching people on their mobile to enhancing your online videos, these innovative ad trends can set you apart as a tech-savvy company while reaching users right when they're ready to buy--and encouraging them to buy more.

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Though much has been made about Bluetooth's ad capabilities since it started gaining popularity on people's cell phones, it has only recently become a viable advertising technology. More than 60 percent of North American mobile phones sport Bluetooth and many new laptops and other portable gadgets come enabled with the beaming tech.

Through Bluetooth, consumers can download coupons, short videos and audio files. They can then forward the content to other Bluetooth users with a P2P connection. It's most effective at targeting consumers as they're entering stores or theaters, walking around trade shows or attending sporting events, since shoppers are particularly receptive to getting coupons right before they buy a product.

Prime Point Media, a Norcross, Georgia-based company with a network of more than 700,000 Bluetooth-enabled outdoor ad spots that has carried ads for Pepsi and the U.S. Navy, sees high response rates for its ads. Prime Point president, Karen Robinson, says rates of 13 to 20 percent are typical because of the ads' relevance, street-level position and call to action.

Bluetooth isn't just for large companies, either. Robinson says a multi-month campaign can start as low as $5,000. She says the secret to using Bluetooth advertising effectively is having compelling, relevant content and not abusing your relationship with consumers.

Other up-and-coming ad spaces are also providing new ways to reach potential clients on their mobiles. Jangl, for one, offers ad-sponsored, number-free text and voice messaging through social networking and dating sites--similar to how Yahoo! tacks on ads at the end of its users' mail messages. And as digital billboards continue to become more sophisticated and interactive, they're offering a lot of creative, albeit power-gobbling, options for advertisers, though their price points tend to be a bit high for independent businesses.

As ad technology continues to change and new ad spaces open up, keep your ear to your mobile, your Bluetooth on and your camera at the ready. And don't shy away from trying something new.

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