'Sure I'll click your ad. Give me a ringtone.'
Mobile advertisers who want to reach UK users should offer them free content, according to MoMac's "Mobile Advertising Attitudes" report. The research was conducted in May 2007 by Tickbox. That is similar to other markets, where mobile users say they are opposed to ads on their handsets, but feel differently when offered free content for viewing ads.
Young mobile users were most likely to have responded to an ad, with 13% of 16-to-24-year-olds having done so.
Text-based advertising links on mobile sites were more likely to get a response than other types of ads. Mobile video ads were more popular with men than women. Younger mobile users were also more likely to respond to mobile video ads than were those older than 55.
Nearly 30% of men and 20% of women said they would respond to a mobile ad in exchange for free content.
Sham Careem of MoMac said, "Different demographics will respond better to different methods of advertising and the key to a successful campaign will be ensuring that the format matches the target audience."
Mobile ad spending in the UK is expected to grow quickly as marketers figure out what types of ads work best. GroupM projected a two-thirds increase from 2006 to 2007.
Learn why the UK has one of the world's most developed digital ad sectors. Read the eMarketer UK Online Advertising report.
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