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Mobile Advertising Revisited (Part 2)
Generator Research Limited, May 2007, Pages: 31
Consumer Survey
10 Types of Mobile Ad Analysed Opt-in vs. Opt-out
Success Criteria: Figure of Merit Overall Receptiveness to Mobile Ads
In-depth Analysis Respondent Profile & Methodology
25 reports per year. Online access to report archive.
OUTLINE
Mobile advertising is currently at an extremely early stage. Even so, the category already spans a broad range of different ad formats (e.g. text, picture, video) and includes a number of different types of ad inventory (e.g. text messages, search, TV programming).
With such a lot of experimentation under way, it is very likely that some forms of mobile advertising will be far more successful than others.
This survey was conceived to help differentiate between the likely winners and losers and also to provide valuable insight into a number of related questions, such as how receptive consumers currently are to the category as a whole.
METHODOLOGY
A total of 10 mobile advertising scenarios were defined which together adequately represent the diverse range of approaches being taken by industry players.
Survey respondents were exposed to these scenarios using short paragraphs which vividly described 10 different ways that they might experience mobile advertisements.
Respondents were then asked to rate how acceptable they thought each scenario was using a 5-point scale, which allowed the relative attractiveness of the different types of mobile ad to be assessed.
This survey used online panels. Sample sizes were 250 in the U.S. and 251 in the UK.
ADDITIONAL INSIGHT
Survey respondents were asked at the beginning and end of the survey how they felt about mobile advertising in general, which provides a good indication about how receptive consumers are to the concept of mobile ads.
The survey also included questions about the respondent’s willingness to submit data about themselves in order to receive targeted ads, their views on the importance of opt-in prior to receiving mobile ads and their level of interest in new types of mobile services which offer discounts in return for agreeing to receive advertisements.
MOBILE AD SCENARIOS
This survey is based on one specific use case that was defined for each of the following 10 types of mobile advertising:
1. Search: Text Ads;
2. Ad-funded Content: TV Programming;
3. Text Messages: Embedded Text Ads;
4. Mobile Sites: Display Ads;
5. Idle Screen: Display Ads;
6. Location-based Direct Mail: Text;
7. Ad-funded Content: Music Service;
8. Ad-funded Content: Game;
9. Voice Ad on Hold;
10. Text Messages: Embedded Video Clip.
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Mobile Advertising Revisited (Part 1)
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