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BizReport : Advertising archives : May 16, 2011

Opt-in mobile advertising response rates in Asia top 25%

Opt-in mobile advertising is now the most effective marketing channel in Asia, according to new research from the Mobile Marketing Association in Asia and Out There Media.

by Helen Leggatt

When measured in terms of response rate, opt-in mobile advertising is now a more effective channel than web ads or mobile display ads, found the report titled "Permission, Privacy, Measurement: The Way Forward" (.pdf).

It's not surprising that opt-in ads should perform better. They are highly targeted to consenting consumers, compared to other more general forms of advertising.

Conversion rates for opt-in mobile advertising averaged just over 25% - much higher than mobile display ads, more than twenty times the response rate for direct marketing (1.38%), and very much higher than the 0.2% that is considered "successful" via Internet advertising, claims the report.

"The popularity of opt-in mobile advertising is growing daily in Asia, as it is clearly the most effective way for advertisers to reach the right audience today," said Fabrizio Caruso, VP of Business Development and GM, Asia Pacific of Out There Media.

"There has never been a more targeted and engaging advertising medium, which, at the same time is viewed by the recipient as welcome, relevant and exciting."

Tags: advertising, Asia, marketing, mobile, opt-in advertising

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