Location Meets Mad Men

23 May

mma logo Mobile Marketing Association: U.S. consumers more likely to respond to location based ads than any other mobile ad types

Mobile Marketing Association

Minority Report is coming to a billboard near you.  Last week, the Mobile Marketing Association (MMA) and Luth Research,released their latest Mobile Consumer Briefing on the state of the union of location and advertising.  Here’s a summary of what they found talking to over 1,000 Americans:

  • 91% of respondents have a mobile phone, with 26% of them having used a “map, navigation or some other mobile phone service that automatically determines your current location.”
  • Nearly half of those who noticed any ads while using location-based services took at least some action — that’s a significantly higher rate than for those who noticed advertisements while sending/receiving text messages (37%) and almost twice the rate of those who saw an ad while browsing Web sites (28%).
  • 10% of the mobile phone owners surveyed use mobile location services at least once a week.
  • 63% of Apple (NSDQ: AAPLiPhone owners use location services at least once a week.
  • Adults ages 25-34 are frequent users of location services, with 22% using them at least once a week.
  • Respondents said they use these services most frequently to “locate nearby points of interest, shops or services.”
  • Consumers are interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications and mobile coupons.

Location-based mobile advertising works.  It’s not going away.  It’s getting better, faster and more efficient, for customers and advertisers alike.  We are seeing more and more requests and RFPs to deliver location for enterprises building location capabilities into their customer engagement models.  Companies like 1020 Placecast and MyThum are today building and running innovative location-based solutions for the market.

We can’t wait to be called by the Hollywood studios to review the script for the first location-based advertising agency sitcom.  30 LOC?

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