Some 41% of cell phone users who remembered seeing mobile advertising could remember at least one brand - that’s up 20% from three months earlier, when 34% recalled at least one brand, according to Limbo’s “Mobile Advertising Report Q1 2008.”

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Smartphone users mainly employ mobile email to stay connected and read urgent messages, and rarely commercial emails, because of limited functionality and rendering capabilities.

Mobile email users typically do not click on links within emails - only 54% have ever clicked on a link from their mobile device. Nor do they make online purchases via smartphones.

Developing messages especially for mobile email is unnecessary, as text renders 50-60% of the time when multi-part email is viewed on a mobile device.

The most successful text-only design for mobile and computer email viewing includes a brief introduction - and a link to view the message as a webpage, according to ExactTarget’s findings; that also allows users to view the HTML version when they view it on their computer.

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Mobile Video Use Grows, Advertisers Miss Opportunities to Connect

Four in five consumers who watch mobile video say they are willing to view mobile advertising if the reward is free content, but less than 30% say that mobile ads are relevant to them, according to a new Knowledge Networks/SRI report.

The proportion of users paying for mobile video dropped notably in the past year among video iPod users (from 81% to 61%) and video cell phone users (from 64% to 50%).

The average viewing session for video cell phones (46% of users report an average session of 5 minutes or less) is different from that of video iPods or laptops (53% report an average session of 30 minutes or more)

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Mobile marketing and ads to reach $3 bln in 2007

The world market for mobile marketing and advertising is expected to be worth about $3 bln by the end of 2007, according to ABI Research. By 2011, the value of this market will reach $19 bln, including mobile search and video advertising. ABI Research also expects some of the highest levels of spending to come in the broadcast mobile video space. By 2011, it will surpass SMS as a source of mobile marketing spending, due in part to mobile broadcast networks’ presence in all major markets. In 2011, ABI Research expects spending for broadcast mobile video advertising alone to reach $9 bln.

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‘Sure I’ll click your ad. Give me a ringtone.’

Mobile advertisers who want to reach UK users should offer them free content, according to MoMac’s “Mobile Advertising Attitudes” report. The research was conducted in May 2007 by Tickbox. That is similar to other markets, where mobile users say they are opposed to ads on their handsets, but feel differently when offered free content for viewing ads.

Text-based advertising links on mobile sites were more likely to get a response than other types of ads. Mobile video ads were more popular with men than women. Younger mobile users were also more likely to respond to mobile video ads than were those older than 55.

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Mobile Users Picky About Ads

More than four in five US adults own a mobile phone, yet only 30% of mobile phone owners recall seeing or hearing a mobile ad in the past year, according to an Ingenio survey conducted by Harris Interactive.

Nearly two-thirds of mobile phone owners said their phones were very personal to them. Mobile users also had definite preferences about what types of ads they found acceptable. Sponsored text links had the most favorable responses, followed by audio ads that played instead of the usual ringing when waiting for someone to answer a call.

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