Mobile advertising works - free mobile content for effective advertising

Source: DirecTraffic.org

Mobile advertisers giving free content for mobile phone users...

People aged between 16 and 24 are most likely to respond to a mobile advertisement, and would be most likely to watch mobile ads in order to receive free mobile content.

Many experts predict that mobile advertising is the next logical step in online marketing, as a greater number of mobile users get connected to the web.

However, according to figures published by eMarketer, only 13 per cent of the 16 to 24-year-old demographic have ever responded to a mobile ad, with the figure even lower for all other age groups.

Nevertheless, this figure climbed to 40.3 per cent, for those young people willing to respond to a mobile ad in exchange for free content. Around 27 per cent of those aged 25 to 34 would also do so, as would 25.9 per cent of those aged between 35 and 44.

Text based ads were more likely to elicit a response than other kinds of advertisements.

Sham Careem of media company MoMac said: "Different demographics will respond better to different methods of advertising and the key to a successful campaign will be ensuring that the format matches the target audience."

Meanwhile, GroupM predicts that mobile ad spending in the UK will grow by two thirds from 2006 to 2007.