If you are 18 to 34 years old, you are probably too busy talking on your cell phone to read this. And if you are under 30 years old, talking is a rather mundane cell phone function. You would rather IM, text message, surf the internet, email pictures or watch video on your phone. Advertisers know this, because they spend $ 45 million on mobile marketing in 2005. That is not much really, but expenditures are expected to balloon to
$ 150 million this year. We’re talking text messages, banner ads, even 10-sec videos, as wireless networks provider faster networks and more sophisticated phones. The mobile marketing rate card runs about $ 35 to $ 50 CPM (thousand impressions) well over about $ 10 CPM for online advertising. Of course the response rate for mobile marketing is much higher than online, with 3-5% of mobile recipients clicking for more information or making a purchase.
Marketing Blurb reminds marketing types that online advertising used to have high response rates as well. Watch for mobile marketing response rates to drop as the novelty wears thin! We learned about these metrics from
USA Today.
Photo Credit: USA Today
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