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Consumers Demand Personal Touch from Mobile Advertising

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London, UK – 3rd April 2008: New research from T-Mobile into mobile advertising trends has found that advertisers should be investing in mobile advertising as well as traditional advertising media, but only if they are willing to meet consumer demand for more relevant and personalised content. The research highlights that consumers are open to new forms of mobile advertising only if it is tailored to their specific needs and on their own terms. This applies to services they interact with and the information they seek, to actually giving them something in return for their time. Brands need to rethink their approach to mobile advertising, as consumers believe advertisements need to be more creative and cutting edge when appearing on mobile.

Quarter of 16-34 year olds demand more control over content

According to new research from Ipsos MORI, commissioned by T-Mobile, over a third (35%) of 16-34 year-olds who own a mobile phone are happy to receive mobile advertising in return for free content – with the caveat that 25% of respondents would want to choose when they receive advertisements on their mobile phone. Lysa Hardy, European Head of Internet on Mobile and Entertainment, T-Mobile, comments: “Consumers have a real appetite for interacting with brands in return for free content – over 40% of consumers questioned, for instance, would be happy to receive text-based ads throughout the day in return for free content. That doesn’t mean all content needs to be free – it can work alongside premium content and paid-for services. However the research highlights that consumers are happy to interact with brands in this most personal of spaces if they get something in return which is specific to them.” 
When investigating the best times for advertisers to target consumers, almost a quarter of 16-34 year-olds (20%) stated that they would be happy to receive advertisements at the weekend, and 12% when commuting – when they are away from traditional media such as TV and Radio.

Personalisation and relevance are key

Advertisers need to tailor advertisements to meet the needs of consumers and ensure they are as relevant as possible. More than half (55%) of 16-34 year-olds would be happy to receive local area information, based on their own needs, delivered directly to their mobile phones. In turn, 41% would be keen to receive advertising information that reflects their own personal interests, such as particular sports or hobbies. Plus 23% would be keen to receive information that relates to their own personal finances.

Lysa Hardy comments: “Big brands can’t underestimate the potential of mobile advertising. This research shows consumers are willing to experience this new medium. The mobile phone is the only medium that we interact with constantly throughout the day, regardless of time or location and no matter what your age or gender. So, whilst a considered approach must be taken to protect the user experience, the value of delivering targeted information, based upon personal interests, friendship groups, and location can’t be overlooked.”

Advertisers and operators need to collaborate

T-Mobile’s research reveals that 15% of consumers believe that brands that are currently advertising through mobile are ‘creative’. Lysa Hardy believes this stat is a key learning for both operators and advertisers: “Collaboration between operators and advertisers is key to make mobile advertising as engaging as it can be. Consumers have a really personal attachment to the mobile device in their pocket, so advertisers can’t interfere with that relationship. Building trust, being sensitive to privacy issues and treating mobile audiences with respect is vital, as is creating tailored, relevant content. Almost half (47%) of those that had experienced mobile advertising already said they would be happy to interact again–in return for free content.”

Hardy concludes: “Collaboration throughout the industry plays a key role in the mobile advertising model. The industry should learn lessons from the history of radio and internet, and the partnerships upon which these advertising models were built. The consumer desire for mobile advertising is out there, but the industry is still in its infancy. We are working closely with the biggest and most experienced brands in this field and, combining this with our own experience of the Internet on your mobile market with web’n’walk, can provide brands with the best means for targeted, intimate interaction with consumers on a massive scale.”