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BizReport : Mobile Marketing : November 24, 2009

Report: Mobile marketing is missing the mark

If you think adding or increasing your mobile ad spend will reap great rewards in the new year, think again. A new report is out from Parks Associates and indicates that mobile marketing is missing the mark by a wide margin. Researchers have found that about 40% of consumers don't want mobile ads on their phone at all and less than 20% have ad recall.

by Kristina Knight

Already thinking of cutting out mobile? Don't go that far.

The report further found a large group of consumers who are either open to mobile ads or are undecided/indifferent to mobile ads. According to the report ">37% of consumers polled were neutral, or didn't care one way or the other, about mobile ads. Another 25% of consumers were open to seeing ads on their mobile devices. So, marketers have a potential 57% of the mobile marketplace who are at least neutral or at most open to advertising.

What does all of this mean? That marketers need to be careful in the mobile space while at the same time offering consumers' relevant content and advertising. In other words, give the consumer something they want - a personalized, relevant ad and the ability to say no.

The other problem is ad recall. Researchers found that only about 19% of consumers recalled ads after seeing them on mobile devices and that younger consumers were more likely to recall the ad than older consumers. Also, ads topping mobile pages and image-based ads obtained better ad recall. Mobile video was one area where ad recall is strong, giving mobile video more potential ad power than text ads.

Earlier this year, Knowledge Networks released a study showing mobile video rising fast in the online landscape. According to the report consumers spend about 15 minutes per session watching video via mobile phone, 23 minutes watching clips via iPods and 33 minutes watching clips via a laptop.

Tags: mobile, mobile advertising, mobile marketing, mobile offers, mobile users, Parks Associates

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