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BizReport : Mobile Marketing : March 16, 2007
Report: Mobile ads are more accepted
There is good news for mobile advertisers. A new report from Harris Interactive shows increasing acceptance of mobile ads. Correctly targeted ads to users will only increase the acceptance level according to the report. The bad news? Incorrectly targeted the ads will likely only annoy the user.
"According to our research, cell phone users are more willing than ever to receive advertising," said Judith Ricker, President of the Marketing Communications Research Practice at Harris Interactive. "To make their mobile campaigns more effective, advertisers should take note of how cell phone users are most interested in being contacted." Mobile ads should also be relevant, have a clear call to action and let users control how they are profiled according to the study.
According to the study 90% of mobile users are uninterested in receiving ads, however, it shows that if the ads are properly targeted only 64% are uninterested. What this means is that demographic, ad type and the offer are the keys to continued ad acceptance.
Younger demographics (men and women between 18 and 39 years old) are most receptive to mobile ads if the ads offer something of interest - cash, free phone minutes, etc. Older users (40 to 49 years old) are least interested in mobile ads. Income also changes how ads are seen. For the income range of $125,000 to $149,000, only about 13% of users are interested in mobile ads.
Tags: mobile display ads, mobile marketing, mobile text messaging
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Comments
Permission based, content interaction with the consumer. Just Qode it. Direct navigation for the mobile web. Your only one click away!
Posted by: swampthing on March 17, 2007 11:47