Mobile Ads Not Carrying Much Weight
An eMarketer report, citing an Ingenio survey found mobile ads "At least somewhat acceptable" as a sponsored text link, at 26% approval, followed by an audio ad played instead of ringing when making a call at 21% approval. Next was a text message ad (20%), a pre-recorded voicemail message (18%) and finally video clips appearing on a phone from a retail store when in the vicinity of that store (16%). Of all of respondents to the survey, near three quarters (74%) deemed any mobile ad "not at all acceptable."
The same survey found that 68% of mobile users deleted mobile ads after receiving them, 27% did nothing and only 4% visited the advertiser's website later from a different internet connection. Only 2% visited the advertiser's website from their mobile phone.
These numbers, however do not seem to be discouraging to mobile advertisers. eMarketer predicts mobile ad spending to soar to $5 billion in 2011, up from $421 million in 2006.