Freebies Get Mobile Users to Accept Ads

• Posted: Monday, January 21, 2008
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• Author: pradhana
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• Filed under: Advertising, Market Survey, Marketing, Mobile Advertising

Mobile marketing revenue is expected to grow to more than $24 billion worldwide in 2013, from $1.8 billion in 2007, according to ABI Research's "Mobile Marketing and Advertising" report.

“Mobile is no longer off-limits in the minds of advertisers but is instead seen as a very personal way to reach consumers who can be incentivized through information services and compelling content, as well as through more directly relevant and targeted messaging,” said Michael Wolf, director at ABI Research.

“In these early stages, many of the technology-platform players are also doubling as the interactive agencies for large brands,” Wolf said. “However, we see large ad agencies and their interactive divisions or partners increasingly working with key platform providers as roles become more defined.”

More than half of survey respondents said they were totally opposed to mobile marketing messages, yet 70% of those same respondents said that incentives such as ringtones or free songs might make them receptive to mobile marketing. [eMarketer]

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