Wireless Internet advertising will be success, study says

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CEDAR KNOLLS, N.J.-Wireless advertising will play a large role in the future of the wireless Internet, according to Probe Research’s Ann Lynch, senior analyst for the Wireless Internet Services subscription service.

After analyzing technologies, market trials and user acceptance of wireless advertising start-ups, she determined advertisers are getting recall rates of 58 percent and click-through rates of 10 percent at a fraction of the cost of other forms of advertising. Lynch expects the wireless Internet to operate like the fixed Internet, with only a small number of players receiving the majority of ad revenues. However, she believes wireless advertising will be more targeted, allowing users to opt in to receive ads.

“There seems to be no doubt that wireless advertising will become a mainstay of the wireless Internet,” Lynch concluded. “The questions that remain are just how big it will become and when that revenue will appear.”

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