As expected, the mobile users remain annoyed with mobile advertisements. According to a new survey by Universal McCann among 9,500 respondents in 21 countries, about 61% rejected the ads on mobile TV and Internet services. This new study further fortifies the earlier findings of Forrester about this emerging advertising channel.

"People like something that provides a benefit such as access to content, things like sponsorship, branded content, giving stuff away like Coca-Cola gave away songs on iTunes," says Universal McCann's research manager for Europe, the Middle East and Africa to the Guardian (registration required).

For those who are open to mobile advertising, the survey discovers that opt-in Bluetooth providing info directly to users is the most effective among the alternatives.

The quest is still ongoing for many aspiring mobile advertising companies to develop the revolutionary approach that will break the resistance and minimize irritation among mobile users.

Via MoCoNews