According to a new study by research company Knowledge Networks/SRI called How People Use Mobile Video 2007, it was found that while mobile users are quite willing to watch ads, most mobile ads have nothing to really say to them. An estimated 80% of consumers who use phones and iPods with video capabilities, said that they are open to watching mobile ads if they are able to access free content. Less than 30% of respondents felt that ads were relevant to them.
According to David Tice, vice president and managing director of Knowledge Networks/SRI, “While mobile can indeed be part of larger campaigns, we need to recognize its differences, as well as the ways that different target groups use the medium.” The thing is that most consumers don't really differentiate between mobile video ads and those on the television and ads seen on personal video products are not more influential on users.
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