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October 03, 2006
Study Reveals Opinions on Mobile Ads

Enpocket and Harris Interactive have issued new survey information that found mobile advertising is 50 percent more acceptable to mobile internet users than untargeted ads.

Seventy-eight percent surveyed said they would be happy to receive mobile advertising that is tailored to their interests.

The study also found that 58 percent of respondents would prefer banner ads displayed on mobile internet pages to mobile marketing text messages.

"Consumers are ready for mobile advertising but with an important caveat: ads must be targeted. Operators have the demographic, transactional and behavioral data necessary to deliver marketing and advertising that meets the consumer need for relevant advertising on this most personal of devices. Forward thinking operators, publishers and brand advertisers are realizing that this is a key requirement to long-term success in the medium," says Mike Baker, CEO, Enpocket and iMedia contributor.

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