Incentives can help mobile users overcome their initial negative reactions to mobile advertising, according to survey data released by ABI Research.
37% said incentives would increase their response to a text-based ad
11% said incentives would have no impact
“We think that in general, advertisers and operators must tread carefully when delivering marketing messages to a consumer’s mobile handset, especially given that many subscribers believe they are paying a significant amount of money for their mobile services,” says research director Michael Wolf. “However, we believe that marketing and advertising messaging that is properly crafted and that utilizes incentives could enjoy more acceptance on the part of the consumer.”
This is in line with recent data we’ve seen showing that online couponing is on the rise.
Google says showing ad extensions in more prominent locations will give consumers easier access to information about businesses and will improve mobile ad performance.
Google's dominance in paid search is taking a hit from the number of mobile apps that users are using on a daily basis, apps that often use alternative sources of revenue generation outside of Google ads. according to an eMarketer report.
