A new survey from Microsoft suggests that mobile ads are now driving sales, encouraging those 2010 pro-mobile predictions that are spreading across the industry.
Out of 1,100 consumers surveyed, 13 percent said they had made a purchase of an entertainment-based product because of a mobile ad. The ads have been more successful with short-cycle purchases such as entertainment and CPG brands than with long-term commitments like financial services and autos, according to Ad Age.
Of special note, 85 percent of consumers surveyed were smartphone users (a group that represents less than 20 percent of all U.S. wireless users). Of that 85 percent, 46 percent said they had used mobile handhelds to compare prices, while 40 percent had used mobile search.
Another find was the approval of mobile coupons. Of the total surveyed, 67 percent said they shop at stores that offer incentives via mobile. The simplicity of the coupon seems to be what consumers enjoy most.
Advertisers are still somewhat skeptical of mobile ads, however. Many are only investing in short-term campaigns and expect their budgets to rise as the channel grows. As advertisers build a base, they create sustainability and will expand upon it once mobile is more secure and data reveal the amount of success ads can create.
