Study: Mobile Advertising Formats the Key to Audience Response

July 3, 2007

This article is included in these additional categories:

Boomers & Older | Europe & Middle East | Men | Out-of-Home | Women | Youth & Gen X

Mobile advertising must match specific audience requirements, as responsiveness to different kinds of advertising changes according to age and gender, according to a study by mobile media publisher MoMac (UK).

Some findings from the study:

  • Some 13% of 16-24-year-olds have already responded to or clicked on a mobile ad.
  • When it comes to mobile advertising formats, there are clear differences in the preferences of men and women and the different demographic groups.
  • When on mobile sites, text-based advertising links are the most popular (56%); there’s a clear female bias of 60%, compared with just 47% of men.
  • Picture or banner-based advertising is the second most popular option, favored by 29% overall and just under one in three 25-34-year-olds.
  • Video-based advertising has a strong male bias with 22% of men compared with just 12% of women saying they would be most likely to respond to a video ad.
  • Video formats were also more popular with younger mobile users; video was selected by 23% of 16-24-year-olds but only 12% of those over 55.

Content providers will need to consider a number of payment models to appeal to the diverse groups of mobile users in the UK looking for content, MoMac said:

  • The ad-funded model could become dominant with younger mobile users, with 47% of 16-24-year-olds preferring to access content for free in exchange for viewing advertising.
  • Only 32% of this group opted for a pay-as-you-download (PAYD) model, and only 3.9% stated they would want to pay for content via a subscription.
  • The PAYD method is more popular with older mobile users, with 55% of those age 45 or over opting to pay for content on demand.
  • PAYD also appeals more to women, with 54% selecting the method compared with 41% of men, who tend to be more open to advertising.

“The research shows that brands and media companies must think carefully about who their primary targets are before they decide how to deliver both their content and advertising campaigns. Different demographics will respond better to different methods of advertising, and the key to a successful campaign will be ensuring that the format matches the target audience,” said Sham Careem of MoMac UK.

About the study: The research for MoMac’s first Mobile Advertising Attitudes report was conducted by Tickbox, which surveyed 1,400 UK mobile phone users in May 2007. The research was conducted as part of the preparation for the launch of MoMac’s GoSell mobile advertising platform.

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