100M Americans viewed mobile ads in Q3: Study

Mobile Marketer Excerpt

November 4, 2008

Mobile social network Limbo and market research agency GfK Technology have released their latest Mobile Advertising Report.

The third-quarter report reveals that mobile advertising awareness grew 33 percent in nine months against a backdrop of 6 percent growth in mobile phone usage. This suggests an increased allocation of advertising dollars to mobile formats through the first nine months of the year.

“The top-level findings from the report are that mobile is growing in the U.S. and the growth of the awareness of mobile ads is significantly higher, indicating that mobile ads are reaching mass market,” said Rob Lawson, cofounder and chief marketing officer of Limbo, Burlingame, CA.

“Just like data services are dominated by text messaging and the mobile Web, it’s the same for mobile advertising—mobile advertising is still dominated by SMS-based content, so while the medium is growning, don’t be afraid to use low-tech strategies like SMS,” he said.

Nearly four out of 10 Americans with a mobile phone—104 million—recall seeing advertising on their mobile device between July and September 2008.

This is the first time the number of Americans aware of mobile advertising has exceeded 100 million in a three-month period.

The most commonly viewed ads were in text messages, with 60 million consumers having recalled seeing text message-based ads, an increase of 42 percent in nine months.

Mobile Web advertising also grew strongly, but with 31 million people recalling this format, it has about half the reach of text-messaging ads. See full study.http://www.mobilemarketer.com/cms/news/advertising/2036.html

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