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New formats 'raise awareness of mobile ads'
Marketing News |
18/05/2009
The emergence of new ad formats is boosting consumers' awareness of mobile advertising, according to new research.
A study by Brightkite and GfK Technology highlights that 38 per cent of mobile phone users and 59 per cent of smartphone owners recall seeing advertising via their handsets during the first three months of the year.
For smartphone users, the number one format was mobile web advertising, while for traditional handset users it was SMS.
However, the report also revealed that consumers are noticing a much wider breadth of mobile advertising formats, with 23 per cent of smartphone users recalling SMS advertising and 20 per cent seeing ads in mobile social networks.
Jonathon Linner, chief executive of Brightkite, commented: "We are seeing consumers adopting a much broader set of mobile applications and services and this is exposing them to new ad formats."
He added that it is "fascinating" that smartphone users are as likely to see ads in a mobile social network as they are in a text message.
Recently-released data from the Internet Advertising Bureau and PricewaterhouseCoopers highlighted that mobile marketing expenditure in the UK increased by 99.2 per cent in 2008 to £28.6 million.
Posted by John Lynes.
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