eMarketer: Mobile Advertising Needs Careful Targeting

More than 4/5 of the Americans own mobile devices, but only 30% of them recall seeing or hearing mobile advertisement in the past years.

The key issue is targeting ads at the right audience. Nearly 2/3 of mobile users find their devices deeply private, that’s why they are extremely choose about what ads to receive. Sponsored text links seem to be the most acceptable kind of ad followed by audio ads that played instead of the usual ringing when waiting for someone to answer a call.

About 70% of the mobile users delete advertisements, and only 10% take some positive action in response, so targeting ads at these very users is vitally crucial.

Moreover the mobile ad market is expected to grow from $421 million in 2006 to $5 billion in 2011.

John Gauntt, eMarketer Senior Analyst, stated:

“After a lot of hand-wringing and some spectacular successes - as well as flameouts - mobile operators, brands and consumers will learn from each other about what works and what does not work, just like they did for online.”

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Technorati Tags: mobile web, mobile Internet, mobile adds, mobile advertisement, mobile software, mobile web site, mobile web 2.0, mobile web page, mobile internet service, mobile internet access, mobile wireless internet, advertising mobile, eMarketer

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