Study: Mobile Advertising is Growing, but Facing Hurdles

september 10, 2008  02:49 pm
The number of U.S. mobile subscribers who recall seeing ads on their phones was up 81 percent from last year, to 77 million people, according to a new study by Nielsen Mobile. However, the report notes that mobile advertising continues to lag behind mobile media usage. For example, 63 percent of mobile ad viewers see ads just once a month or less, while less than two-thirds of page views of top mobile sites carry advertising (half of that is taken up by unpaid house ads). Nielsen points to three factors holding back mobile advertising: Advertisers and agencies are not yet fully aware of the size of mobile content audiences; the complexity of the mobile ecosystem intimidates media buyers; and a lack of trust in the medium because of survey results showing that consumers are not receptive to mobile advertising.