The Mobile Marketing Association unveiled the first authoritative metrics on audience acceptance of mobile advertising. Results from a survey of more than 11,000 U.S. mobile subscribers indicate that more than 41% of those who view or intend to view mobile video agreed they would watch advertisements in order to watch free mobile video. Additionally, 20% agree they would watch ads in order to watch mobile TV or video for a reduced fee. The research was conducted by research partner M:Metrics.
The report, commissioned by the MMA’s Mobile Video & Television Working Group committee, found that although only 1% of mobile subscribers currently access TV or video from a mobile phone, 23% of non-video users express some possibility of viewing video or television content on a mobile device within the next few months.
The research found that 60% of current or prospective mobile video watchers expressed either willingness or ambivalence about sharing personal information to receive relevant offers, and those subscribers who spend more on mobile services per month are more likely to share personal information. Also, the firm found that males are more drawn to the notion of ad targeting than are females.
Sponsors of the research were MMA member companies including: Accuweather, Inc., CBS Corp., Executive Resource Group, Inc., MediaFLO USA, Inc., MobiTV, Inc., Mobliss & FreMantleMedia, QuickPlay Media, SMS.AC, Inc., Soapbox Mobile, Sprint Nextel, U-Turn Media Group, U.S. Cellular Corp. and Vidiator.