Mobile advertising works, finds Enpocket, but it must be targeted (USA)Mobile advertising is far more acceptable to consumers that ever previously thought, finds the first global report into consumer acceptance of mobile advertising, conducted by Harris Interactive on behalf of Enpocket.
, conducted with more than 1200 mobile Internet users across the US, Europe and India, reveals that consumers are far more accepting of mobile advertising when it is made relevant.
The Consumer Mobile Advertising report research conducted among 1200 mobile internet users across the US, Europe and India shows that targeted mobile advertising is 50 per cent more acceptable to mobile Internet users than untargeted ads.
Some 78 per cent said they would be happy to receive mobile advertising that is tailored to their interests. Of those, 64 per cent would be willing to provide personal details to be analyzed to improve relevance of targeted ads.
In addition, 58 per cent of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages.
Consumers are ready for mobile advertising but with an important caveat: ads must be targeted, says Mike Baker, CEO of Enpocket. Operators have the demographic, transactional and behavioral data necessary to deliver marketing and advertising that meets the consumer need for relevant advertising on this most personal of devices. Forward thinking operators, publishers and brand advertisers are realizing that this is a key requirement to long-term success in the medium.
The report also shows that mobile operators can reduce churn and increase average revenue per user ( ARPU ) if they leverage consumer data to personalise content merchandising and promotion.
Some 57 per cent of respondents said that they would be more willing to continue their service if their carrier personalized services and products to their needs. More than 40 per cent said they would be more likely to buy more mobile content if they received personalized recommendations.
The findings are backed up by AdMob Inc, one of the worlds leading mobile advertising marketplaces, has revealed that its network now serves 300 million mobile page views per month, a figure which is continuously growing.
To drive forward exponential European market growth, AdMob has appointed the leading mobile advertising expert and blogger Russell Buckley as Managing Director, Europe, following his consultancy in setting up European operations.
To already top 300 million per month is a significant achievement for AdMob and a major opportunity for advertisers, said Buckley. With mobile advertising gaining traction worldwide, were seeing more and more mobile websites join the network to monetise their sites. Its just a matter of time before mobile achieves parity and perhaps outgrows, the online market.
For advertisers, the AdMob Marketplace delivers access to the worlds largest network of mobile web inventories, a powerful set of targeting tools, backed by real-time metrics and reporting. AdMob enables advertisers to run targeted ads across a comprehensive set of mobile content channels, including communities, entertainment, news and portals.
We have seen a sustained boost to the number of mobile visitors to our site since we began working with AdMob in August to target new users, says Mark Curtis, CEO of Flirtomatic, the leading online and mobile flirting service. AdMob delivers the best returns weve ever seen from online advertising, and the per-click rates are hugely competitive.
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