Not surprisingly, mobile phone users remain annoyed with mobile advertising. Universal McCann conducted a survey among 9,500 people in 21 countries and have found that about 61% of respondents rejected ads on mobile TV and Internet services. For those who are open to mobile ads, the survey discovers that opt-in Bluetooth is the most effective technique.
Basically, people want something in return for viewing and potentially reacting to ads. Free, branded content is something that works for Coca-Cola, which gave away songs on iTunes.
The quest is still ongoing and many mobile advertising companies keep testing various models that would suit both sponsors and users. Hopefully, in a not that distant future we’ll see something less irritating that would bring a buck to mobile content developers, who in return would keep producing great content for free.
[Via: The Mobile Weblog]