Response to mobile ads jumps when combined with free content

The response to mobile advertising increases immensely when users get something in return for clicking on the advertisement, eMarketer reported today on a research conducted by Tickbox and commissioned by MoMac. 77 sees this as an example of how mobile advertising can reach targets in a different way than online advertising.

Mobile advertising as a whole is received, as it seems, favorably over online advertising. For example, the click-through rate has been higher in recent projects. This recent research shows that click-through can be leveraged immensely (up to a predicted 40% for 16 to 24 year-olds) by promising free content in return.

When it comes to free content, mobile devices are much more easily used than for example computers. Free content for mobile devices is more available and often cheaper to provide – think of ring tones, wall papers, and games. These items are also, in our opinion, often perceived as free by definition on a computer but worth money on a mobile phone. Research in this field has not been done yet but would be very interesting.

Other results: text-based advertising links on mobile sites were more likely to get a response than other types of ads. This is a good indication for mobile search sites that will be built on text-based ads.

On video ads: mobile video ads were more popular with men than women. Not surprisingly, younger mobile users were also more likely to respond to mobile video ads than were those older than 55.

This entry was posted on Saturday, July 7th, 2007 at 1:52 am and is filed under Mobile Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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