Targeting the Right Mobile Users With the Right Messages

A Nielsen study found that only 10% of mobile data users responded to ads on their mobile phones. Another 11% viewed ads but did not respond, and nearly eight in 10 did not view the ads at all. But, nearly 45% of mobile video viewers were willing to watch ads in exchange for an unspecified benefit. Plus, with eMarketer projecting that there will be 754 million mobile TV and video subscribers worldwide in 2011, the opportunity is too big for brand managers to ignore.

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