Marketing Pilgrim

According to a study released today by eMarketer, and reported on paidContent.org, mobile ads perform better than ads on other media. With all the bad news about advertising this is a bit of a breath of fresh air. The data was put together by eMarketer based on aggregated findings from social network Limbo and research firm Gfk NOP , which surveyed mobile users. Overall, it appears as if iPhone users are the leaders of the pack in responding to these ads. Whether they buy anything was not revealed.

The mobile ads apparently stayed longer in the heads of those viewing them and they did take click through actions more often. Some other highlights of the report include:

• 41 percent of iPhone users recalled the ads they saw on their phones versus 33 percent for non-iPhone users. This can be compared to TV which has 10 percent recall rates, streaming video with 21 percent and podcasts at 68 percent.

• One third of mobile users who recalled an ad responded to it in some way—that figure jumped to two thirds for iPhone users. iPhone users were twice as likely to browse the web on their phones as non-iPhone users.

• The mobile ads most likely to be viewed were text messages.

There is large percentage growth in this advertising sector (40%) but it is relative to the smaller size of the total market which is forecasted at $2 billion for this year by JP Morgan. Seeing the obvious dominance of iPhone users in this segment one wonders what would happen to the industry if there were more carriers who could sell the iPhone. Also, will iPhone users turn into their own demographic group regardless of gender or age or any other factor other than their phone? So many questions.

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