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BizReport : Mobile Marketing : March 09, 2007

Mobile internet ads more popular than text campaigns

Mobile internet usage is on the up, and a new survey finds that around a third of users would be prepared to view mobile web ads in exchange for free content.

by Helen Leggatt

The Online Publishers Association (OPA) survey, entitled “Going Mobile: An International Study of Content Use and Advertising on the Mobile Web” involved 6,000 consumers in the U.S. and Western Europe. Of those that responded, 76 percent possessed devices with access to mobile internet yet only 32 percent actually used the service.

The OPA results found that consumers seem far happier to receive online ads than other mobile marketing techniques, such as text message campaigns. The allure of free content in exchange for viewing ad content attracted 34 percent of all respondents, with Europeans slightly keener at 37 percent.

“Consumers in every country are watching mobile ads and large numbers are being compelled to act,” said Pam Horan, president of the OPA. “This is a clear indication that the mobile Web is an effective advertising delivery platform and potentially valuable source of revenue.”

In comparison, a December, 2006, Forrester Inc. report found that nearly 80 percent of internet mobile users were annoyed just by the mere thought of internet advertising on their devices.

Tags: Forrester Inc, mobile advertising, mobile display ads, mobile internet, Online Publishers Association, text campaign, text messages

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