Jun 02 2008
New survey by Mobixell shows potential for ad-sponsored content in rich media services like MMS and mobile video clips
One in three under 35 year olds receptive to idea of
ad-sponsored mobile content
Cupertino, CA, - A new UK survey, commissioned by Mobixell
Networks - providers of mobile multimedia and advertising
solutions - amongst 832 mobile phone users, reveals a sizeable opportunity exists
amongst the 16-34 year-old demographic to offer ad-funded mobile content via rich
media services like multimedia messaging or mobile video services.
The findings reveal that 35% of 16-35 year-olds would use more MMS and
29% would use more video services if they were offered free or discounted in
return for receiving mobile adverts.
The survey, which was conducted by independent research company Gfk NOP on
behalf of Mobixell, revealed that user's interest and receptiveness in accepting mobile
adverts extends beyond the traditional realm of SMS text messaging - as exemplified
by services like Blyk - into rich media services such as video clips,
photo-messaging and Mobile TV. Bearing in mind also that the 18-35 age group
currently consumes 56% of today's mobile media content this offers access for
advertisers to a young audience that makes up only 29% of TV viewers[1].
The findings make encouraging reading for mobile operators
keen to increase uptake of mobile content as they highlight the potential for
attracting new users to these services as well as encouraging more usage by
existing users. Respondents across all age groups reacting positively to the use
of ad-sponsored content in video services comprised of 35% who were existing
video users and 13% were non users. For photo messaging 46% were existing
users and 13% had not previously used the service but could be tempted
to do so if the service were ad-funded. [1] Source: M:Metrics
Advertisers are also waking up to the potential for reaching
mobile users with rich media content. According to a report from Jupiter Research,
entitled "Mobile Advertising in Europe" (December 26, 2007),
58% plan to use MMS images, 56% In-stream video ads and 50% had
plans for MMS video campaigns in the next 12 months.
Avichai Levy, senior VP Marketing of Mobixell comments,
"The mobile advertising market is precariously perched on the verge of exploding.
Mobile operators are ideally placed to benefit from this new market, ahead of
Internet competitors like Google and Yahoo, but unless they tread carefully and
protect the interests of their subscribers by putting in place carefully conceived checks
and balances - like those provided by our mobile advertising platform - to protect users
and advertisers, they also have the most to lose if they get it wrong. Our advice is
definitely proceed with care."
Networks - providers of mobile multimedia and advertising
solutions - amongst 832 mobile phone users, reveals a sizeable opportunity exists
amongst the 16-34 year-old demographic to offer ad-funded mobile content via rich
media services like multimedia messaging or mobile video services.
The findings reveal that 35% of 16-35 year-olds would use more MMS and
29% would use more video services if they were offered free or discounted in
return for receiving mobile adverts.
The survey, which was conducted by independent research company Gfk NOP on
behalf of Mobixell, revealed that user's interest and receptiveness in accepting mobile
adverts extends beyond the traditional realm of SMS text messaging - as exemplified
by services like Blyk - into rich media services such as video clips,
photo-messaging and Mobile TV. Bearing in mind also that the 18-35 age group
currently consumes 56% of today's mobile media content this offers access for
advertisers to a young audience that makes up only 29% of TV viewers[1].
The findings make encouraging reading for mobile operators
keen to increase uptake of mobile content as they highlight the potential for
attracting new users to these services as well as encouraging more usage by
existing users. Respondents across all age groups reacting positively to the use
of ad-sponsored content in video services comprised of 35% who were existing
video users and 13% were non users. For photo messaging 46% were existing
users and 13% had not previously used the service but could be tempted
to do so if the service were ad-funded. [1] Source: M:Metrics
Advertisers are also waking up to the potential for reaching
mobile users with rich media content. According to a report from Jupiter Research,
entitled "Mobile Advertising in Europe" (December 26, 2007),
58% plan to use MMS images, 56% In-stream video ads and 50% had
plans for MMS video campaigns in the next 12 months.
Avichai Levy, senior VP Marketing of Mobixell comments,
"The mobile advertising market is precariously perched on the verge of exploding.
Mobile operators are ideally placed to benefit from this new market, ahead of
Internet competitors like Google and Yahoo, but unless they tread carefully and
protect the interests of their subscribers by putting in place carefully conceived checks
and balances - like those provided by our mobile advertising platform - to protect users
and advertisers, they also have the most to lose if they get it wrong. Our advice is
definitely proceed with care."
