7526 2 3 econsultancy_xml The report said mobile was now a <em>"viable channel for US marketers"</em> after a growth spurt that has seen more and more mainstream agencies seeking out the medium in the last two years.<br /><br />But only 3% of people trust ads sent by SMS text message and more than two thirds claimed mobile ads had no impact on their perception of a brand.<br /><em><br />"They're thinking about mobile advertising in a traditional, interrupt-driven medium, very much like television,"</em> report author Charles Golvin <a href="http://www.technewsworld.com/story/54925.html" title="told E-commerce Times">told E-commerce Times</a>. <p>Co-author Christine Spivey Overby <a href="http://adage.com/digital/article.php?article_id=114038" title="added">added</a>: <em>"When you get into these intimate media like a mobile phone, you have to change the way you think about marketing. You have to change the rules. It's a new mobile mindset - replacing the view of interruption with value."</em></p><p>While SMS is widely adopted by users, it is not as immersive as games or interactive features, she said.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/">The report said mobile was now a <Quote>"viable channel for US marketers"</Quote> after a growth spurt that has seen more and more mainstream agencies seeking out the medium in the last two years.<LineBreak /><LineBreak />But only 3% of people trust ads sent by SMS text message and more than two thirds claimed mobile ads had no impact on their perception of a brand.<LineBreak /><Quote><LineBreak />"They're thinking about mobile advertising in a traditional, interrupt-driven medium, very much like television,"</Quote> report author Charles Golvin <Link URL="http://www.technewsworld.com/story/54925.html" Title="told E-commerce Times" Window="New">told E-commerce Times</Link>. <Paragraph>Co-author Christine Spivey Overby <Link URL="http://adage.com/digital/article.php?article_id=114038" Title="added" Window="New">added</Link>: <Quote>"When you get into these intimate media like a mobile phone, you have to change the way you think about marketing. You have to change the rules. It's a new mobile mindset - replacing the view of interruption with value."</Quote></Paragraph><Paragraph>While SMS is widely adopted by users, it is not as immersive as games or interactive features, she said.</Paragraph></FormattedContent> 2007-01-02T17:30:00+00:00 0 1 econsultancy_xml <strong>Mobile marketers have been warned they must ditch intrusive SMS ads in favour of text-message coupons, quiet banner ads and ad-supported widgets if their straight-to-phone messages are to succeed.</strong> <br /> <br />A <a href="http://www.forrester.com/Research/Document/Excerpt/0,7211,40765,00.html" title="report published">report published</a> by technology research firm Forrester after Christmas found that 79% of mobile users surveyed are <em>"annoyed"</em> by the prospect of receiving advertising on their handset.<br /><br /> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Emphasis>Mobile marketers have been warned they must ditch intrusive SMS ads in favour of text-message coupons, quiet banner ads and ad-supported widgets if their straight-to-phone messages are to succeed.</Emphasis> <LineBreak /> <LineBreak />A <Link URL="http://www.forrester.com/Research/Document/Excerpt/0,7211,40765,00.html" Title="report published" Window="New">report published</Link> by technology research firm Forrester after Christmas found that 79% of mobile users surveyed are <Quote>"annoyed"</Quote> by the prospect of receiving advertising on their handset.<LineBreak /><LineBreak /></FormattedContent> false 671 <p>Econsultancy has published a <strong><a href="http://econsultancy.com/reports/mobile-marketing-buyers-guide">Mobile Marketing Buyer's Guide</a></strong> which is aimed at those who are investigating the market for mobile marketing platforms, with profiles of 14 leading suppliers and an analysis of market trends. See also our <strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile Statistics Compendium</a></strong> for data, facts and charts relating to mobile.</p> <p>Econsultancy has published a <strong><a href="http://econsultancy.com/reports/mobile-marketing-buyers-guide">Mobile Marketing Buyer's Guide</a></strong> which is aimed at those who are investigating the market for mobile marketing platforms, with profiles of 14 leading suppliers and an analysis of market trends. See also our <strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile Statistics Compendium</a></strong> for data, facts and charts relating to mobile.</p> 362407 Mobile users 'annoyed' by text ads false 2007-01-02T17:36:00+00:00 mobile-users-annoyed-by-text-ads 2009-04-28T22:40:40+01:00 2009-10-13T08:48:23+01:00 248