Opt-in-mobile ads more effective in Asia: Study

SINGAPORE, INDIA: The effectiveness of permission-based mobile advertising, measured in consumer response rates, is the highest among all other forms of marketing in Asia, says a survey.

The survey conducted by Out There Media, a provider of mobile advertising and a member of the Mobile Marketing Association (MMA), finds that 72 per cent consumers of the opt-in mobile advertising are between the age of 20 and 39.

“The popularity of opt-in mobile advertising is growing daily in Asia, as it is clearly the most effective way for advertisers to reach the right audience today. There has never been a more targeted and engaging advertising medium, which, at the same time is viewed by the recipient as welcome, relevant and exciting,” says Fabrizio Caruso, VP of Business Development and GM, Asia Pacific of Out There Media.

The average conversion rate for the opt-in marketing and advertising stands at 25.15 per cent, considerably higher than the rate for mobile display ads. The rate is more than twenty times the response rate for direct marketing (1.38 per cent) and very much higher than web advertising, the study reveals.

Consumers are more willing to share information on their location (97 per cent) and interests (96 per cent) in order to receive better targeted advertising, it says.

Opt-in mobile advertising allows consumers to opt-in to receive valuable, reliable and engaging information. At the same time, it also gives consumers control over what type of advertising content they receive, as it is tailored around the demographic and lifestyle information that they themselves provide at registration.

Opt-in advertising caters to all verticals, most actively engaged are FMCG, beauty and fashion, finance and automotive. The survey also says gender is not a determining factor for receptiveness towards opt-in mobile advertising.

The findings were released by MMA and Out There Media in a joint white paper titled 'Permission, Privacy, Measurement: The Way Forward'. white paper takes an industry view of permission marketing, particularly the opt-in Mobile Advertising model pioneered by Out There Media.