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>