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| Last update: 06-03-08 | Submitted by ahbao |
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Twenty-three percent (58 million) of all U.S. mobile subscribers say they have been exposed to advertising on their phones in the past 30 days, according to a new report out today from The Nielsen Company. Half (51% or 28 million) of all data users who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad in some way.
The study further reveals that
While media companies and marketers explore the unique ways they can interact with consumers over the highly personal mobile platform, supporting mobile media content through advertising revenues, advertising researchers must examine the ways in which audiences are and are not willing to engage with mobile advertising. "We see an increasing trend of consumers willing to trade off and receive advertising to gain more -- and better -- mobile content," said Jeff Herrmann, VP of Mobile Media at Nielsen Mobile. "Successful mobile marketers will meet the challenge offered by consumers by engaging with them in a way that adds value to the mobile user content experience." |
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The findings come from the bi-annual Mobile Advertising Report from Nielsen Mobile, a service of The Nielsen Company, and are based on a survey of more than 22,000 active mobile data users who used at least one non-voice mobile service in the fourth quarter. In the report, Nielsen examines consumer recall, responses and attitudes toward banner ads on mobile web pages, SMS text-message advertising, sponsored applications, video advertising and other types of advertising that reach consumers while using data applications on their mobile phones.