Text most popular ad format for mobile

Marketers aren’t using podcasts and video for mobile advertising to the extent they were earlier last year, according to new survey results from Advertiser Perceptions.

by Helen Leggatt

advertiser%20perceptions%20logo.gif In their “Wave Eight” survey, market research firm Advertiser Perceptions discovered that marketers across a number of sectors have lessened their use of podcasts and video for mobile marketing purposes.

The figures show a decline in podcast use between April/May 2007 and October/Nov 2007 of 33 percent to 24 percent. During the same periods the use of video dropped from 31 percent to 29 percent.

Overall, over half of marketers surveyed (54%) didn’t currently use mobile for marketing, 20 percent plan to use it in the next six months and just 26 percent currently use the medium.

As mobile devices evolve and their capabilities expand, the scope for mobile marketing will attract more attention. "It will be very interesting to see how people use a mobile phone when they develop more capabilities," said Steve Lanzano, CEO of Havas media agency MPG, via Adage.com. "A lot of people are going to look to Asian markets [for guidance].”

The basic text ad was the most popular used amongst respondents with 70 percent currently employing them and 69 percent intending to use them in the next six months.