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Friday, April 15, 2005
Mobile phones tipped to become top ad medium
Via mrnews.com:
People all over the world are more willing to give up TV sets than computers or mobile phones, according to a survey by advertising agency BBDO. The finding coincides with a prediction by its CEO, Andrew Robertson, that mobiles and other wireless communication devices will soon become the most important ad medium.
Speaking in London, Robertson said: "We are rapidly getting to the point where the single most important medium that people have is their wireless device. It's with them every single moment of the day. It's genuinely the convergence box that everyone has been talking about for so many years."
However, he added, to reach mobile phone users agencies would have to devise ways to attract them. "You have no way to interrupt because they can choose what they can do. The opportunity is if you can create some content that they want to engage with, they can do that all of the time from anywhere."
In the survey BBDO asked nearly 3,000 people in 15 countries to choose the communications device they would most want to keep. For 45% the answer was their home computers, for 31% their mobile phones and for only 12% their TV sets. In China, 61% opted for mobile phones, compared to 30% for home computers and 4% for TV sets.
Another finding was that mobile phones users like to stay connected even while asleep. More than 60% said they kept their phones on and within reach 21 to 24 hours a day, and 15% that figure was 16 to 20 hours a day.
People all over the world are more willing to give up TV sets than computers or mobile phones, according to a survey by advertising agency BBDO. The finding coincides with a prediction by its CEO, Andrew Robertson, that mobiles and other wireless communication devices will soon become the most important ad medium.
Speaking in London, Robertson said: "We are rapidly getting to the point where the single most important medium that people have is their wireless device. It's with them every single moment of the day. It's genuinely the convergence box that everyone has been talking about for so many years."
However, he added, to reach mobile phone users agencies would have to devise ways to attract them. "You have no way to interrupt because they can choose what they can do. The opportunity is if you can create some content that they want to engage with, they can do that all of the time from anywhere."
In the survey BBDO asked nearly 3,000 people in 15 countries to choose the communications device they would most want to keep. For 45% the answer was their home computers, for 31% their mobile phones and for only 12% their TV sets. In China, 61% opted for mobile phones, compared to 30% for home computers and 4% for TV sets.
Another finding was that mobile phones users like to stay connected even while asleep. More than 60% said they kept their phones on and within reach 21 to 24 hours a day, and 15% that figure was 16 to 20 hours a day.