The use of mobile devices is growing - as is the way people use them for more and more purposes, including purchasing items and viewing ads, reports MediaPost, citing a new study from the Online Publishers Association.
The study, titled "Going Mobile," admits that mobile advertising is still in its nascent stages but adds that it will only get better as the technology that drives it improves. For instance, a banner ad that goes a step farther and shows the item being advertised has a more significant impact on the viewer and can better influence purchase behavior.
Acuity Mobile COO Gregg Smith says 50 percent of U.S. users will soon be accepting mobile ads - growth that's dependent on consumers' receiving of relevant messages.
Nokia has tapped into just that mindset with a new service called Nokia Ad Service, which will help marketers better target users. Acuity's Smith says response rates to mobile ads are, in some cases, 10 times higher than that of internet ads.