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Mobile advertising hits new heights

Mobile advertising hits new heights

The latest Mobile Advertising Report (MAR), from Gfk NOP shows a high percentage of mobile phone users in the UK, US and India say they are receiving advertising messages through their mobile phone; 85 percent in India, 51 percent in the UK, and 37 percent in the US.

Though mobile phone marketing exposure is prevalent in all three countries, the mobile delivery tools vary. Text messaging remains the most common advertising format in all three countries; 74 percent of respondents recalling advertising in India, compared to 48 percent in the UK and 22 percent in the US.

Mobile Internet advertising was most common in the UK, with 16 percent of respondents recalling advertising compared with 8 percent of those in the US and 4 percent of those in India.

Radio also showed a striking variation with nearly 40 percent of those in India recalling advertisements through radio on their mobile phones compared to only 9 percent in the UK and 3 percent in the US. This may be partly due to the high percentage of people in India who listen to the radio using their mobile (67 percent of those interviewed).

The report also shows that younger male groups typically view mobile Internet advertising the most. The brands recalled in advertising via this channel were mainly mobile carriers, handset manufacturers, media brands and digital entertainment companies.

Colin Strong, head of Mobile Communications Research at GfK Technology, comments, “These findings indicate the degree to which the mobile phone is used as a marketing channel, with enhanced handsets and flat rate data tariffs increasingly common, it is only a matter of time before mobile internet advertising starts to rival the penetration of SMS or text message marketing.”

Though the US lags behind the UK and India in many mobile phone usage categories, US mobile advertising has seen steady increases over the past three quarters, up from 31 percent in Q4 of 2007.

“We’re seeing an increasing consumer awareness of mobile advertising campaigns of all types, from text message to interactive games to mobile internet banner advertisements,” says Limbo CEO Jonathon Linner.
“With mobile phone usage growing, it makes sense that more companies are seeking mobile marketing as a way to reach their segmented targets in this direct and highly interactive medium.”

Also, the number of people using mobile phones in the US has grown from 251 million in quarter four of 2007 to over 263 million this quarter, up nearly ten percent. The US also shows steady increases in the number of people who recall seeing advertising through their mobile phone, from 31 percent to 37 percent over the same time period.

“We’re seeing an increasing consumer awareness of mobile advertising campaigns of all types, from text message to interactive games to mobile internet banner advertisements,” Linner adds.

 “With mobile phone usage growing, it makes sense that more companies are seeking mobile marketing as a way to reach their segmented targets in this direct and highly interactive medium.”

AJR
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