Mobile Entertainment Live! Insight on Advertising

Fewer than half of mobile media consumers presently view mobile ads, according to The Nielsen Company's VP of mobile media Kanishka Agarwal. Speaking at Tuesday's Mobile Entertainment Live! event, Agarwal reports that among the 179 million mobile media consumers in the U.S. market, only 77 million have viewed mobile ads, in comparison with 138 million text messaging users and 43 million mobile web users. Among the mobile ad viewer population, 63 percent of subscribers glimpse mobile ads just once a month or less, Agarwal notes--moreover, a third of mobile web landing page views have no ads, and half of all ads served are house ads.