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Mobile Advertising
Q Research Ltd., April 2007, Pages: 33
This report assesses the opinions and attitudes young people have to receiving advertising messages on their mobiles, helping you decide if it’s right for your business.
Today’s young people are Britain’s first mobile generation. Figures released by Ofcom in 2006 put mobile phone ownership for 13 – 15 year olds at 82%, and at 49% of 8 – 11 year olds. They have embraced the digital age, and its mobile and Internet technology. They interact on social networking sites like MySpace, download music for their phones and mp3 players, and communicate with their friends via email and text.
These digital technologies compete with traditional media for the attention of today’s youth, so advertisers and marketers need to find more creative ways of engaging young people. Advertising online, viral marketing campaigns, and advertising through social networking sites are increasingly being embraced to complement more traditional advertising outlets. However, this style of web advertising allows for limited targeting – campaign developers can take into account the type of audience that visits the site, but there are limited opportunities for more sophisticated targeting of advertising to audience. All site visitors are exposed to web advertising, irrespective of their interest in the products and services being advertised.
Advertising to mobiles is also increasing. Recent figures from AdMob, mobile advertising publishers, show they serve 53 million page views per month in the UK. Mobile advertising spend is also predicted to continue to increase globally, reaching over US$1.5bn in 2007 according to Informa Telecoms & Media. Advertising to mobiles presents exciting new possibilities for advertisers, as it allows them to reach a willing audience that has opted to receive advertising messages. This opt-in process also opens up the possibility of sophisticated campaign targeting based on individual interests and preferences.
A number of players are already adopting innovative strategies to drive growth in the advertising to mobiles market. Nokia recently announced the launch of their targeted advertising service, and their advertising gateway that selects the right kind of advertising for the device (video / picture / text). Yahoo and Vodafone have teamed up to provide Vodafone subscribers reduced data rates in exchange for receiving Yahoo! Banner advertising to their phones. Blyk has also announced it will be launching a youth mobile phone service which will provide a no-cost phone offering to 16 – 24 year olds in exchange for receiving ads to their phone. This offering heralds a new development in the market place.
Mobile advertising clearly presents a rich opportunity for brands to connect with the youth market. – but how do young people feel about advertising to their mobile? What are their attitudes to advertising? What sort of ads would they want to see?
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