More than four in five US adults own a mobile phone, yet only 30% of mobile phone owners recall seeing or hearing a mobile ad in the past year, according to an Ingenio survey conducted by Harris Interactive.
Nearly two-thirds of mobile phone owners said their phones were very personal to them. Mobile users also had definite preferences about what types of ads they found acceptable. Sponsored text links had the most favorable responses, followed by audio ads that played instead of the usual ringing when waiting for someone to answer a call.
As in any campaign, targeting is crucial in mobile marketing. Nearly 70% of respondents deleted mobile ads, and only about 10% took some type of positive action in response. The key is getting to the right 10%.
Mobile ad spending in the US is expected to reach nearly $5 billion in 2011, up from $421 million in 2006.
eMarketer Senior Analyst John Gauntt predicted how the US mobile ad market will develop:
"After a lot of hand-wringing and some spectacular successes — as well as flameouts — mobile operators, brands and consumers will learn from each other about what works and what does not work, just like they did for online."
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