Despite growing opportunities for mobile advertising, ads on mobile internet and TV services are deemed "irritating" by consumers, according to a new study by Universal McCann.
Recent reports also suggest the world's 2 billion mobile users are turned off by tactics simply imported onto their phones from the desktop and TV. The solution to this problem may lie in offering a different value proposition to users in exchange for perceived "intrusions."
The global study found users were more receptive when they got free content from advertisers, such as branded content and opt-in Bluetooth downloads. For example, Coca-Cola gave away free songs on iTunes.
The best forms of advertising on the mobile were opt-in Bluetooth formats, popular among 72 percent. Traditional ads, such as those on mobile internet pages and mobile TV ads, were rejected by 61 percent of the sample.
The study polled 9,500 people in 21 countries and found that mobile adoption with advanced media features is growing rapidly:
* two out of three owned a portable music or media player
* 45 percent had a laptop
* 28 percent had a portable gaming machine
Consumers in the developing world, such as Mexico, China and Thailand, were the most receptive to ads. The US, France and the UK were the least receptive.
The Mobile Marketing Association is putting stringent standards in place to deter intrusive practices like spam and other unwanted ads, forcing advertisers to be innovative, according to The Globe and Mail.
US marketers looking for inspiration can also look to the Land of the Rising Sun. In Japan, where the majority of its 98 million mobile users have web capabilities, the mobile ad market is expected to become a $1 billion industry by 2011, up from $328 million last year.
And Japanese advertisers do not experience problems associated with segmented carriers and divided services, meaning a campaign launched on the mobile platform can be more or less enjoyed by all or many.
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