Wireless advertising company SkyGo Inc., Redwood City, CA, said findings from its recently completed Wireless Marketing study suggest that permission-based advertising alerts delivered to cell phones “capture consumer attention, drive action and build brand awareness.”
The study, which ended on Jan. 31, revealed that 64% of the ads SkyGo delivered as Wireless Access Protocol (WAP) alerts to mobile phones were opened by consumers. The alerts generated an overall ad recall rate of 58%, and 15%of the ads resulted in action or planned action.
The study revealed that 15% of all delivered ads resulted in action or planned action, with 2.9% ending in an online or offline purchase.
Ads featuring interactive trivia generated the highest click-through rates52%, followed by ads that enabled consumers to click to participate in polls; register for newsletters and services; and e-mail information to their online accounts.
The click-to-call option was the lowest performer in the study, eliciting a 0.7% click-through. This may illustrate “that simply embedding a phone number within a wireless ad is not enough to drive consumer action,” said a company statement.
Before the study began, participants filled out a questionnaire in which they were given the option to provide their credit card information to be used for purchases they may want to make during the study. Some 37% opted to do so.
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