'MOBILE ADVERTISING IS ASIA'S MOST EFFECTIVE MARKETING FORM'

By Tengku Noor Shamsiah Tengku Abdullah

SINGAPORE, May 13 (Bernama) -- Permission-based mobile advertising has been found the most effective marketing form in Asia as measured in consumer response rates.

This finding was released here today by the Mobile Marketing Association and Out There Media, a global leader in mobile advertising, in a joint white paper titled "Permission, Privacy, Measurement: The Way Forward".

The white paper takes an industry view of permission marketing, particularly the opt-in mobile advertising model pioneered by Out There Media.

"The result of findings provide detailed information on the changing landscape of the Asian mobile marketing and advertising space, and highlighting the importance and growth of opt-in mobile advertising in the region," the white paper said.

Out There Media’s opt-in database in the region stood at five million at the end of March 2011 and key findings from a study of this database concluded that the average conversion rate for opt-in marketing and advertising stands at 25.15 per cent.

This is considerably higher than the rate for mobile display ads (in the low single digits) and more than twenty times the response rate for direct marketing (1.38 per cent).

It is also very much higher than web advertising where a response rate of 0.08 per cent is considered a successful campaign response rate.

"In some cases, the rate of response to opt-in mobile advertising was as high as 50 per cent," the white paper said.

Purchasing power in opt-in mobile advertising goes beyond youth as 72 per cent of consumers are between the age of 20 and 39.

According to the white paper, opt-in advertising caters to all verticals with most actively engaged being FMCG (fast moving consumer goods), beauty and fashion, finance and automotive.