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Consumers Starting To Respond Positively to Mobile Ads

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March 5th 2008
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phoneguy.jpgADOTAS — Mobile ads are getting a foothold in the consumer conscience, according to a recent study released by the Nielsen Company. Twenty-three percent – 58 million – of all U.S. mobile subscribers say they’ve been exposed to advertisements on their cell phones in the past month. And 51% of those users, or 28 million people, report responding to the ad in some way.

These numbers represent a significant jump: only 42 million people said they saw ads on their phones in the second quarter of 2007, representing a 38% boost. And about a third of users who use data like text messaging say they would be open to mobile ads if it lowered their overall bill.

“Increasing levels of consumer recall, interaction and receptivity to mobile advertising reinforce the validity of the mobile marketing medium,” said Jeff Herrmann, VP of Mobile Media at Nielsen Mobile. “Nielsen’s Mobile Advertising Report helps marketers and media companies better understand consumer interaction and the available response mechanisms to drive conversion.”

In the report, Nielsen examined responses to banner ads on mobile web pages, SMS text-message ads, sponsored applications and video ads. Internet companies have already jumped on the mobile ad bandwagon: in December, Microsoft, Inc. launched banner ads made for the smaller screens on cell phones and in September, Google launched AdSense for Mobile.



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