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BizReport : Mobile Marketing : May 19, 2009

Brightkite: Mobile users exposed to more ad formats

Over a third of US mobile phone owners recalled seeing ads on their cell phones in Q1 2009. However, users of smartphones, such as the iPhone, had a higher recollection of ads, according to new research from Brightkite and GfK Technology.

by Helen Leggatt

While 38% of US mobile phone users recalled seeing advertising on their devices in the first quarter of this year, 59% of smartphone users did, according to recent research.

For smartphone users, the number one format is mobile web advertising, while for regular phone users, it is SMS, found Brightkite/GfK Technology. However, overall, mobile users are reporting noticing a wide range of ad formats including in social networks and mobile TV and video.

"The most surprising finding was the growth of mobile advertising outside of mobile web and SMS formats, which have previously dominated the medium. Ads inside of games, social networks and location based services are all recalled by significant numbers of consumers and growing faster than other formats," said Rob Lawson, chief marketing officer of Brightkite.

The study also found mobile users are adopting a broader set of mobile services with 14% now using one or more location based service (peaking at 38% of iPhone users) and 10% using a mobile social network (33% of iPhone users).

Tags: advertising format, Brightkite, games, mobile, mobile advertising, mobile web, smartphone, SMS, social networks

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