08.04.2009 09:53 AM
Ad Week warns marketers ignore small screen at their peril

Adweek is reporting that one out of every seven minutes of media is consumed via mobile devices, according to the latest research from IPG's Universal McCann and AOL. Mobile usage is expected to grow by 60 percent in the next two years, opening up a vista in which marketers will need to devise small-screen-savvy ways to sell their brands to mobile users or risk missing out .

Because 19 million mobile Web users of a U.S. total of 63 million people access the Internet weekly, mobile is leading a “social transformation,” according to Stuart Rodnick, AOL senior director of strategic insights.

Mobile’s really mobile when 95 percent of survey respondents say they used mobile media to fill downtime, with 82 percent at work, 81 percent when shopping, 80 percent at home and 65 percent while commuting to work. It’s also growing into a multimedia experience; 77 percent said they use TV and mobile at the same time to enhance the overall media-consumption experience.

Mobile users are surprisingly accepting of advertising, Universal McCann’s Graeme Hutton said, noting that 38 percent of respondents reported acting on mobile ads. Almost 30 percent said mobile ads had led them to share information, while 22 percent said mobile ads had actually influenced a purchase decision.

Related stories:

Mobile TV advertising expected to buck the downward trend, says Juniper Research

VivaKi develops new video ad format

Post New Comment
If you are already a member, or would like to receive email alerts as new comments are
made, please login or register.

Enter the code shown above:

(Note: If you cannot read the numbers in the above
image, reload the page to generate a new one.)

No Comments Found

Thursday 10:05 AM
NAB Requests Expedited Review of Spectrum Auction Lawsuit
“Broadcasters assigned to new channels following the auction could be forced to accept reductions in their coverage area and population served, with no practical remedy.” ~NAB

Featured Articles
Discover TV Technology