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Brands Missing Out on Mobile Ad Opportunities

August 7, 2012

Smartphone users who are familiar with mobile ads appear to be comfortable making a purchase or recommendation as a result of an ad, but many others still haven't viewed a mobile ad, according to a survey from Hipcricket Inc.

Some 46% of surveyed smartphone owners have viewed a mobile ad; among them, 64% have completed at least one purchase as a result of doing so.

However, 74% of smartphone users say their favorite brands have not advertised to them via mobile:

Below, additional information from Hipcricket's Mobile Advertising Survey.

Among the key findings:

  • 58% of smartphone users say they'd be more likely to engage with their favorite brands if an ad included a reward, coupon, or deal.
  • 44% of smartphone users say they're willing to exchange personal information in return for a reward, coupon, or deal; however, to date only 28% have done so.
  • Among those who have made a purchase as a result of a mobile ad, 45% have referred a product or service to a friend or colleague.

Popular Ad Types

Mobile users have viewed and engaged with various types of mobile ads, primarily mobile banner ads (70%) and SMS/text-based ads (44%).

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  • by Rishi Tue Aug 7, 2012 via web

    I think the issue with mobile ads is the lack of targeting options available. How is an advertiser supposed to reach their target market? Big brands with big budgets, while they can afford to target a broader audience through mobile ads, aren't sure that mobile is an effective platform to run non-direct response campaigns (many big B2C brands sell their products in-store, not online.)

    Additionally, most mobile ads are textual, preventing advertisers from "showing" their physical product (or their logo) to the customer. How is a customer supposed to make a connection between a textual ad and a in-store product? Mobile advertising still needs to develop, and I'm sure it will.

    Get access to all our mobile marketing cheat sheets including "8 Key Elements to Consider for Mobile Advertising" at

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