Last but not least: Mobile advertising on a dive

 Advertising on mobile Internet and TV services is not well received by consumers. As a recent study by the agency Universal McCann shows, 61 percent of respondents strictly reject advertising on websites designed for mobile devices. However, advertising is only accepted by users if it brings an advantage, for example if it contains additional content, explains Tom Smith, Research Manager at Universal McCann, to Pressetext. Coca-Cola succeeded in such a marketing campaign by giving away songs on iTunes, for example. According to the current study, for which 9,500 people from 21 different nations were surveyed, consumers particularly reject mobile advertising if they feel it interrupts their activities in any way. An interruption is possible and accepted in traditional media, but not in this area, where users have so many options to choose where they get their content from, says Smith.
Another thought-provoking message for all those who believe in mobile advertising as "the next big thing" comes from the latest Kommtech study by Publica Data: very few of those surveyed think mobile TV is important. So the industry first has to persuade users to watch TV on their cell phones - and then make advertising appealing to them. But this is not the time to be complacent: After all, who would have believed a few years ago that they would one day find it indispensable to laboriously type messages on a telephone keypad and send them to their loved ones?