Skip to main content

Mobile Advertising is Better When Targeted

The outlook for advertising displayed on mobile phones in the U.S. market seems to lack momentum. Regardless, mobile marketers do not need to worry about whether college students are capable of receiving their messages.

Apparently, nine out of ten U.S. college students surveyed in August 2008 by Harris Interactve for Alloy Media + Marketing said they owned a mobile phone.

Fully 70 percent of that group said they used text messaging. Clearly, that's a very attractive addressable market.

Text messaging by college students is also on the rise. More than seven out of ten responding college students surveyed by Youth Trends in May 2008 said they were texting more often than they had during the previous year.

However, this does not mean the university crowd wants marketers to start hitting them with broadcast text messages. Even opt-in is not a safe way to reach mobile collegians -- more than one-half of respondents to the Youth Trends survey said they were "not at all interested" in receiving opt-in ads.

"Young people recognize that ads support what they do, but they don't want to be interrupted," said Debra Aho Williamson, senior analyst at eMarketer.

"If ads pop up when they don't want them, that doesn't make sense, but if there's a reason and an advertiser supports an activity they're already doing, that's great."

One example of such targeted advertising is sponsored information for festival concert-goers available by text. Mobile users text to receive the day's schedules and other information, along with a short promotional message.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of