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BizReport : Mobile Marketing : May 18, 2012

IAB: Mobile users welcome ads as part of mobile shopping experience

New research from the IAB Mobile Marketing Center of Excellence reveals that, far from being an intrusion, mobile users perceive mobile ads as welcome personal invitation from brands.

by Helen Leggatt

"The IAB Mobile Phone Shopping Diaries" provides mobile marketers with insights into how mobile devices are being used for shopping and how consumers perceive mobile advertising.

Conducted by On Device Research, the diaries reveal that mobile ads aren't seen as being intrusive. Instead, 71% of respondents agreed that mobile ads were welcome and viewed them as a personal invitation from brands.

Not only that, over half (51%), want a brand's mobile ads to connect them to their company's wider product range. Thirty percent said they like personalized ads, but 27% said personalized ads are good thing as long as they have given permission to receive those ads.

"The fact that mobile ads are key handset shopping motivators means that digital advertising can be a powerful force in driving this new wave of commerce," said Anna Bager, vice president and general manager, IAB Mobile Marketing Center of Excellence.
"Now is the time for the ecosystem to take advantage of this trend, leveraging the platform to its fullest by creating better and more engaging ad experiences that speak to the mobile phone user."

Mobile ads were second only to convenience at encouraging consumers to shop on their devices. A quarter (24%) cited convenience as the main reason for using their mobile to shop while 22% said they were responding to a mobile ad.

Tags: m-commerce, mobile advertising, mobile marketing, mobile phone, mobile shopping, smartphone

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