Incentives key to mobile ads, ABI finds

Advertisers looking to reach consumers through their phones should offer a little something in the process, according to new figures from ABI Research.
A recent study from the market research firm found that roughly 37% of those who received text-message ads indicated they are more likely to respond to such pitches if they are offered an incentive such as a retail coupon or free piece of mobile content. Only 11% indicated such incentives would have no impact on their response to the ad.
More than 60% of those who were open to potential text ads said a discount at a local retailer would be the most effective incentive; free ringtones and songs were the next most popular offerings.
“As content and applications move through messaging systems and browsers, advertisers are going to need to consider how best to package advertising,” said Michael Wolf, a research director at ABI Research. “We believe that most consumers will ultimately be amenable to limited marketing on their mobile phones, particularly that which is non-intrusive, targeted, and that can bring them some kind of value in the form of both real-world and digital media-based incentives.”