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Wireless Phone Advertising Has Promise

Though consumers aren't wildly enthusiastic about mobile advertising, about 20 percent of wireless phone users in a recent survey would find some form of advertising on their mobile handsets to be acceptable, reports In-Stat. Of that group, roughly half were open to having advertisers subsidize the cost of premium services such as directory assistance, ringtones and messaging, the high-tech market research firm says. Location-based ads and opt-in advertising will also find some acceptance, the survey revealed.

Wireless users were most favorable toward "opt-in" advertising. "Over a third of respondents indicated they would be willing to provide their carrier or advertisers with personal preferences in order to receive targeted advertising messages", says David Chamberlain, Senior Analyst with In-Stat. "In addition, nearly a third of respondents cited high prices as a reason they did not use premium services, making them ripe targets for advertisers who wish to subsidize the cost of picture messaging, ringtones, directory assistance and other premium services."

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