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Mobile ad success depends on reaching users at right location

Mobile ad success depends on reaching users at right location

The vast majority of mobile users would welcome advertising offers if they were linked to their location at the time of receipt, according to new findings from, iome.

The events-based digital lifestyle services company found that whilst 60 per cent of individuals have a negative view of text advertising, over 74 per cent were positive about receiving special offers to their mobile phone if the offer was linked to their location at that time.

Some 84 per cent stated that ‘location-based services are cool’ demonstrating the opportunity for marketers to reach recipients via web-based, location-centric marketing methods.

Almost a third of respondents (31 per cent) confirmed they would feel ‘completely lost’ and ‘isolated’ if they mislaid their mobile phone, with a further 25 per cent stating it would have a major impact on their social life and would make them feel out of touch or cut off from friends and family.

Only 12 per cent of people said they would actually find losing their mobile a positive experience, claiming they would ‘feel free’, be ‘less distracted’ and ‘lead a richer life’.

Over two thirds of respondents are now frequently using their mobile devices to access the web, and of those 81% favouring to obtain directions or maps, and seven out of ten use it to access social media sites to connect with friends and family, such as Facebook, Twitter or MySpace.

“Individuals are generally receptive to receiving offers when linked to their location. This highlights an opportunity for marketers to start interacting with consumers in a more personalised way, though mobile web marketing,” said iome CEO, Phil Eames, CEO.

“The use of mobile devices has certainly evolved over the years and it is now seen as a multi-function device that enables conversation and social interaction. This creates new advertising and marketing opportunities for brands that are looking to develop closer relationships with their relevant audience."

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