Targeted mobile advertising is more acceptable to consumers than untargeted ads, with 78 per cent of respondents in a new poll saying that they would be happy to receive targeted adverts.
According to the Consumer Mobile Advertising report, targeted advertising is 50 per cent more acceptable than untargeted adverts, while 64 per cent are willing to provide personal details to be analysed to improve relevance of targeted ads.
“Consumers are ready for mobile advertising but with an important caveat: ads must be targeted,” said Mike Baker, CEO, Enpocket.
“Operators have the demographic, transactional and behavioural data necessary to deliver marketing and advertising that meets the consumer need for relevant advertising on this most personal of devices.”
His findings come as mobile advertising is tipped to expand rapidly, with IDC expecting there to be a market of 1.3 billion people using the mobile internet by 2008.
The latest report also found that mobile marketers can increase average revenue per user if they use consumer data to personalise promotions.
“Forward thinking operators, publishers and brand advertisers are realising that this is a key requirement to long-term success in the medium,” concluded Mr Baker.