Mobile users are most likely to be drawn to mobile competitions and discount vouchers, with mobile games being less appealing as a promotional tool, according to new research by News Digital Media.
The mobile survey, which attracted over 2,000 responses, also found that consumers were becoming more aware of display advertisements that appear on mobile sites. Close to 80% of respondents said they could recall experiencing mobile display advertising.
Mobile video and pre-rolls are also increasing in popularity with 1 in 5 respondents recalling video ads on their mobile. We expect this form of advertising to continue to grow as more video capable handsets are released into the market.
“The introduction of more sophisticated mobile handsets such as the
Apple iPhone and Nokia N97 has encouraged users to browse the Internet
from their phone. Carrier data plans that complement mobile Internet
browsing have also aided in the increase of consumers using their phone
to access the latest news and information." said Sue Klose, News Digital Media’s director of corporate development
“Mobile advertising, like any other form of advertising, can be successful if advertisers utilise the right advertising method for their brands to communicate with their target audience.
“The great thing about mobile vouchers is that they are easily saved onto a user’s phone and drive in-store traffic for the advertiser.”
Key Findings:What type of mobile advertising have you experienced in the last 12 months? (Measure of Mobile phone advertising re-call)
- 79 % Banner advertising
- 44 % SMS text message sent to mobile phone
- 19 % Video ads shown while watching video on the mobile phone
- 10% MMS text message sent
What type of mobile phone promotions would appeal to you?
- 68 % Competitions
- 56 % Discount vouchers
- 47 % Free product downloads
- 47% Free product sampling
- 27% Games
