Ads On Mobile Phones Reached 78 Million In 4Q - InformationWeek
IoT
IoT
News
News
1/14/2008
11:38 AM
50%
50%

Ads On Mobile Phones Reached 78 Million In 4Q

Mobile ads in the United States accounted for $421 million in sales in 2006 and are expected to reach nearly $5 billion by 2011.

Seventy-eight million U.S. consumers received advertising on their mobile phones in the fourth quarter of last year, according to a new report released by mobile entertainment provider Limbo.

The survey of 1,000 adults in the United States was fielded by GFK/NOP Research.

It found that the Short Message Service, also known as text messaging, is a very effective way of reaching consumers with mobile advertising. Out of 250 million mobile phone users in the United States, 141 million -- or 56% -- use SMS, which is the most popular nonvoice communications service.

As a comparison, 67 million consumers use the mobile Web, which means SMS's reach is twice as high as Internet reach for advertising on mobile phones, according to the report.

The report found that one in three mobile phone users have seen or heard mobile advertising in the fourth quarter of last year, with SMS being the dominant medium delivering the ads.

One-third of people who received mobile advertising recalled a brand being promoted; 41% of women recalled the ads, while only 27% of men were able to recall them.

The sectors and brands that were the most memorable include wireless carriers Verizon Wireless and AT&T; mobile phone products from Motorola and BlackBerry; entertainment brands BET, Fox, MTV, and various movies and music artists; consumer packaged goods like Coke and Pepsi; sports brands NFL and Nike; mobile services and ring tones; electronics; automobiles like Chevrolet; and quick-service restaurants like McDonald's.

But SMS isn't the only way mobile adverting is starting to reach consumers.

Microsoft last month began displaying ads to MSN Mobile customers for the first time, in hopes of generating additional revenue. When U.S. mobile users visit Microsoft's MSN Mobile Web page on their cell phone and smartphone browsers, they'll see banner and text ad placements.

In September, Google introduced AdSense for Mobile, its service for placing contextual ads with mobile Web content. AdSense publishers earn money based on the number of ads clicked on by viewers.

While some are skeptical about the future potential of mobile advertising, sales generated from mobile ads in the United States accounted for $421 million in 2006. That number is expected to reach nearly $5 billion by 2011 in the United States alone, according to market research firm eMarketer. Global mobile advertising sales will reach $11.3 billion by 2011.

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll