ASIA-PACIFIC – SINGAPORE, MAY 2011 – Out There Media, a global leader in mobile advertising and a member of the Mobile Marketing Association (MMA), revealed that the effectiveness of permission-based mobile advertising, measured in consumer response rates, is the highest among all other forms of marketing in Asia.
Out There Media’s opt-in database in the region stood at five million at the end of March 2011. These findings were released by the Mobile Marketing Association (MMA) and Out There Media in a joint white paper titled “Permission, Privacy, Measurement: The Way Forward”. Key findings from a study of this database concluded:
Highest response rates: The average conversion rate for opt-in marketing and advertising stands at 25.15%: considerably higher than the rate for mobile display ads (in the low single digits), more than twenty times the response rate for direct marketing (1.38%) and very much higher than web advertising (where a response rate of 0.08% is considered a successful campaign response rate). It is worth mentioning that, in some cases, the rate of response to opt-in mobile advertising was as high as 50%.
Location-based mobile advertising: Consumers are more willing to share information on their location (97%) and interests (96%) in order to receive better targeted advertising.
Purchase power: Opt-in mobile advertising goes beyond youth: 72% of consumers are between the age of 20 and 39.
Spanning industries: Opt-in advertising caters to all verticals, most actively engaged are FMCG, beauty & fashion, finance and automotive.
Balanced gender profiling: Gender is not a determining factor for receptiveness towards opt-in mobile advertising, with slightly more men (51%) than women.
Fabrizio Caruso, Vice President of Business Development and GM, Asia Pacific of Out There Media, said, “The popularity of opt-in mobile advertising is growing daily in Asia, as it is clearly the most effective way for advertisers to reach the right audience today. There has never been a more targeted and engaging advertising medium, which, at the same time is viewed by the recipient as welcome, relevant and exciting.”
“The approach of permission-based marketing aided by opt-in as a driving tool has been successful because it puts control back into the consumer’s hands, allowing marketers to deliver information, deals and advertising that they desire”, said Rohit Dadwal, Managing Director of the Mobile Marketing Association in Asia Pacific.
Opt-in Mobile Advertising allows consumers to opt-in to receive valuable, reliable and engaging information. At the same time, it also gives consumers control over what type of advertising content they receive, as it is tailored around the demographic and lifestyle information that they themselves provide at registration. From an advertiser’s perspective, this enables them to reach out to the most targeted and interested audience.
The white paper is available for download at www.mmaglobal.com/MMA_OTM_Whitepaper_FINAL.pdf.
