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Windows Phone 7 to pitch ads even outside of apps

updated 08:00 am EDT, Fri June 25, 2010

Microsoft to allow WP7 ads in tiles, notifications

When Windows Phone 7 ships it will let companies push ads even outside of apps, the company said during a presentation at the Cannes Lions International Advertising Festival. Strategy and Business Development GM Kostas Mallios explained that the push notification system will let companies deliver ads not just to the home screen tiles but to alerts at the top of the screen. Customers can choose to opt in or opt out, but Mallios characterized it as being a way of having always-on ad access.

"For marketers... this is actually turning out, in my view, to be an ad-serving machine," he said.

The approach is likely to draw controversy as it would make Windows Phone 7 the first smartphone platform to encourage ads outside of apps or the web. Despite Google's role as one of the largest ad platforms, it has limited its advertising on Android to the web and will only now have a significant footprint in apps through AdMob. Apple's iAd system is also limited strictly to apps and can't use iOS push notifications.

Windows Phone 7 is expected to launch in October and will have some level of customization of the UI by carriers, but the company is imposing tight limits on carriers and hardware designers for what's possible for the actual interface, even if it will allow home screen ads. [via SeattlePI]

By Electronista Staff


  1. jreades

    Junior Member

    Joined: Feb 1999


    Sounds exciting

    Wow, that sounds great, where do I sign up?

    As if I don't already get enough garbage from my operator, now I'll probably have to opt-out of seeing irrelevant ads when I'm trying to use my phone: "Hi, I'm Clippy. it looks like you're to make a call. Did you know that we can help you to stay in touch with friends for the low, low cost of $0.02/minute? I realise that that may be what you're paying now, but I figure..."

  1. tundaman

    Fresh-Faced Recruit

    Joined: Mar 2010


    Good Job!!!

    Well... look like M$ is very serious about it's goals to bring the full Winblows experience to the mobile realms!

    After all, who doesn't like those fancy alerts popping up every 10 secs to get your attention? And they're sure to get so more desirable when they cover 40%-50% of your phone screen instead of just sitting there in a launch bar corner.

    geez :-/

  1. lamewing

    Dedicated MacNNer

    Joined: Aug 2004


    No ads

    I don't know about you folks, but I don't want ads on my phone in any format. Whether it is a Win 7 phone, iPhone, or Android phone. The last thing I need more of is advertisements.

  1. Jeronimo2000

    Forum Regular

    Joined: Aug 2001



    The geniuses at Microsoft have FINALLY found the secret weapon to blow the iPhone & Android out of the water. Ads everywhere! Way to go to increase marketshare and brand image!

    This level of stupidity really hurts my brain.

  1. Lifeisabeach

    Fresh-Faced Recruit

    Joined: May 2010


    Microsoft just doesn't get it.

    Microsoft's entire strategy revolves around developers. Making it easy for them to develop their software, make money, etc, end experience be damned. The consumer is a complete afterthought, if that much even. On the other hand, Apple caters to the consumer, not the developer. They know who the ultimate customer really is and their strategies revolve around making their products the best experience for the customer. The developers can either get on board or get out of the way.

  1. rudedog

    Fresh-Faced Recruit

    Joined: Jul 2009



    Can it make reliable phone calls?

  1. pairof9s

    Senior User

    Joined: Jan 2008


    I would've expected nothing less

    This IS Microsoft...the company that has ALWAYS put its partners and developers before its customers. That's why they've always sucked at innovative products...they're the last to see the need or opportunity in the marketplace, and their Windows monopoly strategy doesn't mean jack squat in these arenas!


  1. ebeyer

    Fresh-Faced Recruit

    Joined: Jun 2004


    Fish test?

    Is the fish tank test accessible by the general public? I'm curious to see how my rig stacks up.

  1. Jeronimo2000

    Forum Regular

    Joined: Aug 2001


    The proof is in the pudding

    Here's how you can find out just HOW unprofessional, HOW careless and HOW moronic Microsoft: just go ahead and watch that video above, the first couple of seconds will suffice. And now compare it to any other keynote video from Apple.

    The guy is in the dark. You can't see him. He doesn't know how to talk in public, he's way too fast. When he does the demo, he hides behind some assortment of lights and cameras so you can see even less of him. And the best part: The have to have a camera to display what's on screen of the phone, no direct video-out like when Jobs does an iPhone demo. How amateurish can you get?

  1. iphonerulez

    Dedicated MacNNer

    Joined: Nov 2008


    This is what I always expected Android to do...

    I'd always figured that the only way Google could make money from Android would be to push ads directly to the OS and basically have a full-time ad machine. In Google's case I would have thought you wouldn't be able to opt out. Android would basically be a Trojan Horse OS built specifically for the purpose of pumping out ads to tens of millions of Android users as the price of using a free OS. Since Google is constantly tracking users info and location I'd think they'd be able to pump relative ads based on your personal criteria. Many of the ads would be device vendor specific.

    I never thought that Microsoft would beat Google to the punch. Many of you think that ad delivery is a terrible thing, but some people would definitely find it useful. As long as I could fine-tune what ads are being delivered to me I wouldn't have a problem with that. I grew up with ads and have pretty much gotten used to them over the last 60 or so years. It's really not such a foolish idea as some have said. I know people who love watching those home sales channels and are always on the lookout for things to purchase.

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