DECEMBER 1, 2006
According to the "Mobile Marketing and Advertising" study from ABI Research, the market for advertising on mobile phones will experience double-digit growth rates over the next five years.
"There are very good reasons to use the mobile phone to reach consumers," said Ken Hyers of ABI. "Unlike a TV or a PC, a mobile device is truly unique to the end-user. That allows a more customized relationship with the recipient of the advertisement. Advertisers can obtain a lot of information about end-users, through the websites they visit and the purchases they make, helping them construct tightly targeted campaigns."
Advertisers also like the fact that, while the typical click-through rate for an Internet banner ad is around 0.2%, the click-through rate for mobile banner ads is in the range of 2-3%.
"I think that performance will go down over time as the novelty wears off," said Mr. Hyers, "but for now, it represents sensational performance."
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