The mobile technology is seen to continuously strengthen its presence in the global market; and consequently, this medium has created a unique role in the worldwide advertising scene.
In a recent study on consumer behaviors and attitudes toward mobile advertising, Starcom USA revealed that mobile subscribers are using the mobile phones to connect to ads or offers in other media. This, somehow, is a good catch for millions of marketers worldwide.
Starcom: Mobile Data Users Connecting To Ads In Other Media
By: Mark Walsh (MediaPost)
Almost two-thirds of mobile content consumers use their handheld devices to act on advertising in other media like out-of-home ads and digital videos, especially while on the go, according to new research from Starcom USA.
That’s among the key findings from the second phase of the agency’s ongoing study of mobile consumer behavior and attitudes toward mobile advertising. Starcom released an initial set of research findings in January 2008 based on a survey of both light and heavy users of mobile data in Chicago, Houston, New York and San Francisco.
Among the earlier results was that while people are not averse to advertising on mobile devices, they object to the lack of relevant ads. Working with comScore on its latest round of mobile research, Starcom found 63% of mobile data subscribers are using mobile phones as a way to access ads or offers in other media.
“What’s happening is the mobile device is becoming a gateway to further dive into brands or advertising to get more information about products being promoted,” said Brandon Starkoff, senior vice president and mobile activation director at Starcom. That can range from billboard ads featuring mobile short codes to in-store promotions to print and TV advertising. Read more
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