Mobile Ads Crawling Along

• Posted: Wednesday, April 04, 2007
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• Author: pradhana
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• Filed under: Advertising, Digital Content

Text from mobile marketers: 'U 1st.'

Mobile data use has doubled since 2003, but mobile marketing is still taking baby steps, according to a new report by Forrester Research.

The study claimed that only 13% of interactive marketers used text messaging to reach consumers in December 2006.

When asked what would convince them to spend marketing dollars on mobile-enabled sites, mobile text messages, branded microsites, podcasts, in-game ads, RSS and other emerging areas, most of the companies questioned in the Forrester study said "proof of use."

Just because a lot of people have mobile phones does not mean that marketers are ready to start sending ads to all of them, according to eMarketer Mobile Analyst John du Pre Gauntt.

"Mobile marketing/advertising draws passionate viewpoints, both pro and con," says Mr. Gauntt, "ranging from those who want it to jumpstart a sluggish mobile content and data market, to those who want to protect mobile from the marketing cacophony that infests every other media platform."

Response rates for marketers who do connect are compelling. A Dunkin' Donuts-sponsored mobile campaign in downtown Boston used SMS mobile coupons for new latte drinks. Consumers got coupons through a geographically targeted WAP campaign on various Boston mobile Web sites. The campaign generated a 4% click-through rate that converted into a 21% increase in store traffic from customers redeeming their coupons.

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