Mobile Ad Users : metrics by Mobile Marketing Association

The Mobile Marketing Association has unveiled the first authoritative metrics on audience acceptance of mobile advertising. Results from a survey of more than 11,000 U.S.A mobile subscribers indicate that more than 41 percent of those who view or intend to view mobile video agreed they would watch advertisements in order to watch free mobile video. Additionally, 20 percent agree they would watch ads in order to watch mobile TV or video for a reduced fee. The research was conducted by research partner M:Metrics.

The report, commissioned by the MMA’s Mobile Video & Television Working Group committee, found that although only one percent of mobile subscribers currently access TV or video from a mobile phone, 23 percent of non-video users express some possibility of viewing video or television content on a mobile device within the next few months.

“The next six months are critical in the continued development of the mobile medium, and this study was instrumental in aligning marketers’ agendas with consumer expectations,” said Laura Marriott, executive director of the MMA. “The high level of consumer interest and enthusiasm on the part of advertisers, agencies and carriers suggests a promising role for advertising in mobile video and television. The MMA continues to lead the industry globally in establishing the guidelines, best practices and research to ensure a sustainable mobile marketing and advertising ecosystem.”

“This research shows that a sizable number of consumers, particularly those who are already consumers of mobile video, or express an interest in doing so, will accept advertising as part of the mobile video experience,” said Mark Donovan, senior vice president and senior analyst, M:Metrics. “Furthermore, the consumers most predisposed to advertising are younger, big-spending mobile users, creating an attractive target market for advertisers.”

The research found that 60 percent of current or prospective mobile video watchers expressed either willingness or ambivalence about sharing personal information to receive relevant offers, and those subscribers who spend more on mobile services per month are more likely to share personal information. Also, the firm found that males are more drawn to the notion of ad targeting than are females.

Wireless Revolution in Marketing

The reason why a simple SMS can deliver your Company's motto with so much more ease, lies in it's discreetness.

SMS is an extremely cost-effective, high-response-rate vehicle, which can help to acquire and retain consumers, sell and promote products, drive loyalty, and reinforce branding efforts. Have you tried SMS marketing to promote your business?

Abstract
Communication plays a vital role in Marketing. Till today we have seen newspapers, magazines, television, radio, hording, road shows and Internet as major marketing communication tools. In addition telecommunication has given new gift to us. M – Mobile.

Go through some facts:
According to one estimate, in 2005 text - based services formed a Rs 100 crore industry, approximately 30 per cent of the value-added services market. Over the next five years, it estimated that text-based services would grow at a compound annual growth rate of 47 per cent to reach Rs 720 crore in 2010.

Mobile marketing is highly personalised, interactive and has an immediate impact.

Attractive features of SMS (mobile) marketing instant, direct and fast.

2- Way communication.

Effective as it is targeted to particular age, gender or profession.

cost effective.

It can be easily promoted through cross-media like radio, TV or print.

As customer forward messages in a group it opens opportunities of Viral Marketing.

SMS is fun loving tool. It is catching up record breaking usage.

ICM telephone survey

94% of messages are ‘read’, which helps explain the high levels of response and brand impact. The best performing campaigns, the study reveals outstanding results as follows: 46% response (of any type), 27% Reply to a message, 19% visit a web site, 15% Visit a store. The average campaign delivers 15% response (of any type), which is more than twice the average other industry reports have given for direct mail (sources: Gartner, DMIS) Where is it so effective?
"Mobile marketing is suited best to drive sales of consumer packaged goods, restaurant menu items and high-street retail commodities -- sectors that have advertised very little online to date."
- Jupiter Research analyst Dylan Brooks