Although mobile data use has doubled since 2003, advertising using mobile concepts has been a little slow to catch on. A recent study from Forrester Research concluded that only 13% of interactive marketers are using mobile ads and a small 11% are advertising on Wireless Application Protocol (WAP) sites. WAP provides internet access from a cell phone or a PDA.
For the most part, advertisers are saying that they would use mobile advertising more if they had proof that it worked. And there is a major split in opinions about this type of marketing. Many want to leave the mobile arena alone because of the total invasion of advertising in other areas, some are ready to take on mobile advertising since it offers a new alternative.
Mobile advertising campaigns can be very fruitful and the market is full of opportunity. A study conducted in September of 2006 showed that about 88% of individuals who used the internet and email also engaged in some aspect of instant messaging.
Read more about the emerging technology in an article at eMarketer.com
Jacqueline Binion – Blizzard Internet Marketing, Inc.