Advertising Age: “Why ‘08 Isn’t Mobile’s Year — Again”
Monday, March 31st, 2008Despite Limbo’s recent release of the Mobile Advertising Report Q1 2008 stating that consumer retention of mobile ads is up 20% from a year ago, marketers are still hesitant to use mobile marketing according to Advertising Age.
Of the 219 million U.S. wireless subscribers, just over 30 million are on data plans, according to M:Metrics. That means more than 86.1% still use mobile devices primarily for talk, which isn’t optimal for mobile marketing; most mobile-advertising tactics require subscribers to have pricey data plans. The mobile web “isn’t a great experience, and it’s not generating enough demand,” said Julie Ask, a Jupiter Research analyst. In a recent Jupiter study, lack of audience topped the list of reasons marketers said they were not using mobile marketing.