Mobile Ads Clicking Around the World
DECEMBER 1, 2006
“There are very good reasons to use the mobile phone to reach consumers,” said Ken Hyers of ABI. “Unlike a TV or a PC, a mobile device is truly unique to the end-user. That allows a more customized relationship with the recipient of the advertisement. Advertisers can obtain a lot of information about end-users, through the websites they visit and the purchases they make, helping them construct tightly targeted campaigns.” Advertisers also like the fact that, while the typical click-through rate for an Internet banner ad is around 0.2%, the click-through rate for mobile banner ads is in the range of 2-3%. “I think that performance will go down over time as the novelty wears off,” said Mr. Hyers, “but for now, it represents sensational performance.”
According to the “Mobile Marketing and Advertising” study from ABI Research, the market for advertising on mobile phones will experience double-digit growth rates over the next five years.
