Mobile internet ads draw in users
According to a study by the Online Publishers Association (OPA), some 76 per cent of all consumers across the United States and western Europe have internet access on their mobiles, with 54 per cent of Britons claiming they regularly use the service.
The report also showed one in ten consumers made a product purchase after viewing an internet advert on their mobile.
Meanwhile, 23 per cent of people reported to have visited a company's website as a result of an advertisement.
About 13 per cent of users claimed to have requested more information about a product or service.
Pam Horan OPA president claimed: "Consumers in every country are watching mobile ads and large numbers are being compelled to act.
"This is a clear indication that the mobile web is an effective advertising delivery platform and a potentially valuable source of revenue."
Research by Lynchpin Analytics revealed British firms underestimate the combined effects coordinating various strands of online advertising and as a result could risk losing up to 50 per cent of returns from their marketing investment.
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09.03.2007.
