A marketing survey study reveals high consumer acceptance of wireless marketing with an average recall rate of 60%. Quios, a mobile Internet company, and Engage UK, a division of Engage, an online marketing company and majority-owned operating company of CMGI, today released a joint study highlighting consumer's acceptance of wireless text advertising as part of relevant, personalised, time-sensitive content. The study revealed a positive response rate among 79% of participants and an average 60% recall rate of the trial's three participating sponsors.
Quios and Engage expect the findings to boost confidence among advertisers still uncertain of the potential of the wireless medium to deliver return on investment (ROI).
The Quios/Engage study confirms that wireless advertising, especially short message service (SMS) advertisements, is an excellent channel for consumer advertisers to reach a large, affluent and highly desirable demographic through wireless devices.
The study, which originated in the UK, examined results from Quios' Euro 2000 SMS Alert service, offered to its members in June 2000.
The service, which centered around the Euro 2000 Football Tournament, proved successful with over 2.5 million message alerts, delivered to over 30,000 cell phones, in over 100 countries. Sega Dreamcast, Grolsch Beer and Sports.com sponsored the message alerts.
Quios and Engage hired a third-party research firm, Harvey Research, to survey 500 mobile phone users who had signed up with Quios to receive real-time notification each time a goal was scored, as well as the final match scores of their favorite teams during the tournament.
"The trial results support our belief that SMS advertising is a highly effective means of reaching wireless consumers today. At Quios, each message we send includes an SMS ad - "visit www.quios.com" - that has played a critical role in Quios' membership growth topping over one million members," said Marc Vanlerberghe, founder and CEO of Quios.
"The explosion of wireless mobile devices presents a phenomenal new business opportunity for marketing service providers," said Paul Schaut, President and CEO, Engage. "Wireless presents us with an ideal opportunity to understand the customer and to deliver ads and promotions to match their needs." The potential of wireless advertising is huge, with proof in a recent study released by Logica predicting that the global volume of SMS will increase by 170% per year. Logica also estimates that North Americans will send 10 billion SMS messages per month by the end of 2002.
The study is available for download at Quios and Engage's Web sites. ENDS
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