The acceleration of mobile media consumption, driven by
adoption of smartphones, 3G/4G networks and unlimited data plans, provides a
ripe environment for advertisers looking to reach consumers through a variety
of platforms including mobile browsers, apps and SMS. As consumer usage and
technology continue to advance, look for advertising to play an increasingly
important role in the development of the mobile ecosystem,” Fredericks added.
In April 2011, 689 advertisers used mobile display advertising
campaigns to reach consumers, up 128 percent from two years prior, demonstrating
the growing use of the mobile channel for advertisers.
An analysis of advertised categories revealed that mobile
content and publishing accounted for 50 percent of mobile ads, while 26 percent
of display advertisements were for consumer discretionary goods. Information
technology accounted for 7 percent, while financial services accounted for 6
percent of mobile display ads.
Mobile media usage and mobile ad exposure show strong
differences between smartphone users and feature phone users. More than 80
percent of smartphone users accessed their mobile browser (82.3 percent) or
applications (85.0 percent) during March, while just 19.1 percent of feature
phone users utilized their mobile browser and 15.9 percent accessed apps.
Smartphone users were also far more likely to see web or
in app ads (27.5 percent vs. 5.0 percent) due to their heavier usage of mobile
browsers and applications and were also more likely to respond to SMS ads (7.7
percent vs. 3.5 percent).
With 31 percent of mobile users now owning a smartphone
device, up from just 20 percent a year ago, the opportunity to reach consumers
through the mobile channel continues to improve.
By TelecomLead.com Team
[email protected]
