Interest in mobile marketing continues to grow strong

By Giselle Abramovich

August 7, 2008

Lots of interest in LBS

A study conducted by mobile marketing firm Ad Infuse found there is a significant and consistent increase in mobile advertising interest and planning as 2008 progresses.

Ad Infuse collected data at its Mobile Ad Degree events, which take place once every quarter.

Cosponsors of the events include M:Metrics, InsightExpress and MobiAD News.

“There were a couple things that stood out to us,” said Brian Cowley, president/CEO of Ad Infuse, San Francisco. “I think the important point is that the interest level and marketing budgets allocated to mobile are rising and the year progresses. Everytime we have the event the percentage goes up."

At the event in March, 64 percent of the attendees expressed interest in mobile advertising. At the next show in May, this number went up to 81 percent.

The attendees are already interested in mobile and likely attending events to learn how to use the channel effectively.

The study found that user experience and education in the market is paramount to planning in mobile advertising.

Additionally, costs are not major inhibitors across markets. Instead the lack of knowledge on all fronts – demographics, campaign successes – is holding the channel back.

Across markets, respondents are excited to get beyond the boring and explore multimedia formats including videos and applications.

Attendees also expressed interest in learning about new ways of reaching mobile audiences with LBS and social networking.

Social networks are less compelling for the British market, likely due to already advanced usage, whereas significant interest in LBS is seen across all direct marketers.

Far beyond the click, planners are looking to a more holistic set of success metrics to evaluate mobile campaigns with a strong shift towards more in-depth user engagement metrics such as interaction and conversion and brand effectiveness.

Leading industries are consistent with early adoption of emerging media – auto, entertainment and adult content – with more of a cross media branding approach versus direct response.

Also a sufficient number of respondents are showing plans to run in more direct response or transactional-based categories including retail, food and consumer packaged goods.

Mobile video perception shows nearly the same level of impact for SMS marketing, only falling slightly behind that of WAP display.

“Our advice to marketers is learn as much as possible,” Mr. Cowley said. “Like the Web, mobile has a lot of elements.

“Digital mobile media can help achieve marketing objectives, but it is important to understand as much about the medium as possible,” he said.