Mobile ad market ripe in Ireland
By Leah McBride Mensching, Monday 10 March 2008 at 21:08 :: Advertising :: #1378 :: rss
Mobile phones are becoming more web-focused, with one in five Irish mobile users accessing the Internet, especially younger, white collar workers, or those living in Dublin, the Sunday Business Post reported Sunday.
Although just one in three people surveyed said they would respond to a mobile phone advertisement by text, more than 60 percent have sent or received a video clip or image on their mobiles, a Lansdowne Market Research survey of 1,000 people concluded.
The survey's results mean the market for mobile phone advertising is ripe in Ireland, but it is important that the marketing content is good, Donald Douglas, managing director of Return2Sender, which commissioned the survey, told the Sunday Business Post.
Many text ads, such as those touting special offers or vouchers are “just spam,” Douglas said. “It just isn't cool. This has to be something that the consumer actually wants and seeks out. You have to set out carefully the terms of engagement on a mobile phone.”
Entering the very personal space of a mobile phone must “be approached carefully,” he told the Sunday Business Post.
In Ireland, the mobile phone marketing sector is worth about €5 million, a small slice of the overall adspend of nearly €2 billion, he said.
Comments
No comment.
Post comment