Study: 79% of Consumers Annoyed with Mobile Ads
Filed in archive Mobile Marketing , Mobile Technologies by leo on April 17, 2007
While tragic
, it also offers a BIG opportunity to all mobile ad agencies and even to major ad companies exploring mobile marketing/advertising. The quest to be the best mobile marketing company is still ongoing. Today, more mobile users are now engaged in SMS and mobile Internet. The main message to mobile advertisers, according to Forrester, is not to quit but:
CUT THROUGH THE CLUTTER and FOCUS ON VALUE, NOT INTERRUPTION!
Although 79 percent of consumers find the idea of mobile ads annoying, early efforts at mobile marketing have revealed that consumers will happily engage in campaigns as long as marketers deliver valuable information or content. According to a new report released by Forrester Research, Inc., a growing number of consumers are shifting from voice-only mobile services to other activities, creating a viable audience for mobile marketing. Thirty-five percent of US households that own a mobile phone currently engage in text messaging and 11 percent access the mobile Internet.
In contrast to other channels, mobile is highly integrated into people's daily activities and physical environment. This means that marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising.Contrary to popular misconception, there are effective mobile ads like the one from McDonald's:
To increase late-night visits, McDonald's placed mobile ads on mobile Web sites, like Match.com, which are frequented by young consumers. McDonald's saw higher-than-average click-through rates due to a highly relevant offer: mobile coupons valid between 9 p.m. and 4 a.m. for one night only.Via TMCnet
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