Researchers bicker over potential for mobile ad market

Wireless users may be warming to the idea of mobile advertising, according to new figures from Harris Interactive.
The market research group found that 35 percent of adult mobile users in the United States are willing to accept ads in exchange for cash, discount coupons, free talk time or subsidized content downloads. Seventy percent of those who said they are at least somewhat interested in accepting ads said they are willing to provide information about themselves, if that meant they could customize the service and turn ads on and off.
Interestingly, 56 percent of those who might tolerate ads said they would prefer to do so via text messages; 40 percent said they would prefer a picture message. Less than one-fourth wanted to receive mobile commercials via video or e-mail.
The report contrasts with a recent study by Forrester Research Inc., which found a whopping 79 percent of online consumers are annoyed just by the thought of mobile ads on their phones. Only 3 percent said they would trust ads delivered by text message.
“Historically, U.S. mobile phone users have been resistant to receiving mobile phone advertisements, but, according to our research, cell phone users are more willing than ever to receive advertising,” said Judith Ricker, president of Harris Interactive’s marketing communications research practice. “To make their mobile campaigns more effective, advertisers should take note of how cell phone users are most interested in being contacted. Advertisements need to have a clear value proposition, be relevant and allow recipients to control how they are classified.”