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Study: Japanese Mobile Advertising Evolving

Mobile pics and text ads lead the way.

Even in Japan, where speedy multimedia handsets are the norm, many advertisers are not interested in using mobile in their campaigns. That is one of the findings of a June 2008 study by the Nikkei Advertising Research Institute (NARI). Nearly 62% of responding marketers said they were not interested in using mobile ads.

Picture, banner ads and mobile e-mail ads topped the list for respondents who were interested in using mobile ads. Those who had used mobile ads in the past were even more likely to say they would like to use these three formats.

Although the number of companies NARI surveyed was low enough that results should only be considered for directional purposes, they did echo findings from the 2007 version of the survey. Among Japanese firms surveyed last year that advertised to mobile users, nearly three-quarters said they sent picture ads. Six out of 10 sent text ads, and 40% sent mobile e-mail ads.

Read more - eMarketer

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