Mobile advertising recall and response rising

While 23 percent of U.S. mobile subscribers say they've been exposed to mobile advertising initiatives in the past 30 days, 51 percent who recall ad exposure said they responded to the ad in some way, according to a new study released by consumer research firm The Nielsen Company. The bi-annual Mobile Advertising Report from Nielsen Mobile notes that the number of data users who recalled seeing mobile advertising grew sharply between the second and fourth quarters of 2007, increasing 38 percent from 42 to 58 million subscribers.

Other Nielsen findings:

• 26 percent of those who saw an ad responded at least once via SMS, the most popular response; 9 percent say they've used click-to-call to respond
• Teens ages 13 to 17 were the most likely age segment to recall seeing mobile advertising at 46 percent, compared to 29 percent of all data users
• Asian-Americans (42 percent) and African-Americans (40 percent) are more likely to recall mobile advertising than all data users
• 32 percent of data users said they are agreeable to mobile advertising if it lowers their monthly bill
• 13 percent said they are agreeable to mobile advertising if it improves the media and content currently available
• 14 percent said they are already agreeable to mobile advertising assuming it is relevant to their interests
• 23 percent expect to see more mobile advertising in the future, up from 15 percent in the first quarter of 2007

"We see an increasing trend of consumers willing to trade off and receive advertising to gain more--and better--mobile content," Nielsen Mobile VP of mobile media Jeff Herrmann in a prepared statement. "Successful mobile marketers will meet the challenge offered by consumers by engaging with them in a way that adds value to the mobile user content experience."

For more on the Nielsen Mobile report:
- read this release [1]

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Nielsen [5] launches cross-platform ratings