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Monetizing mobile

By Amy Lee

An overwhelming number of marketers believe mobile advertising is the wave of the future, but unfamiliarity and mistrust with mobile marketing on the user end is barring an explosion of ads from beaming out of mobile devices, according to a new (and pricey!) study conducted by Forrester Research.

The study, released April 10 and available for download for a mere $279 here, found 83 percent of marketers believe mobile will become an effective advertising platform within three years. It also found, however, that only 7 percent of mobile users trust ads on their cell phones, and a paltry 1 percent said they’d clicked on a banner ad while browsing their cell phones. Most people are using their phones as simply phones, while another 42 percent also are text messaging, nearly 25 percent are swapping photos and about 15 percent are using mobile email.

This study basically suggested marketers strike out and try methods that have worked on other digital media, such as including an ad (no longer than 15 seconds worth) that runs when a user clicks a chosen link from their mobile device. The findings, though not entirely surprising, show advertisers and marketers are eager to find ways to sell products through mobile devices. This is just more evidence that the future of digital media is moving mobile, and digitally savvy marketers are eager to find ways to make that profitable in the coming years.

Monday, April 14th, 2008 Filed under Advertising, Industry research |