MEDIA-I: Interactivity to boost wireless messaging ads

<p>Interactive ads will help wireless advertising, according to an </p><p>international study, which tested more than 550 advertising campaigns </p><p>delivering almost half-a-million ad messages to WAP-enabled phones of </p><p>1,000 customers over a four month period. </p><p><BR><BR> </p><p>The study by SkyGo found 64 per cent of the advertisements were opened, </p><p>with the most interactive receiving the highest click through rates. </p><p><BR><BR> </p><p>The recall rate ads stood at 58 per cent, with 15 per cent resulting in </p><p>"action" or "planned action" by the consumer. SkyGo added that </p><p>enthusiasm for the ads fell as the novelty wore off. </p><p><BR><BR> </p>

by | 04/13/2001

Interactive ads will help wireless advertising, according to an

international study, which tested more than 550 advertising campaigns

delivering almost half-a-million ad messages to WAP-enabled phones of

1,000 customers over a four month period.

The study by SkyGo found 64 per cent of the advertisements were opened,

with the most interactive receiving the highest click through rates.

The recall rate ads stood at 58 per cent, with 15 per cent resulting in

"action" or "planned action" by the consumer. SkyGo added that

enthusiasm for the ads fell as the novelty wore off.