The study revealed there is a fine line between providing consumers with a positive experience and turning them off to wireless advertising. Online surveys revealed that many consumers were annoyed by ads that simply touted a product, with no interactive options or corresponding offer. Additionally, many study participants were irritated by alerts that were not targeted to their specified interest categories. Wireless permission-based alerts drive high conversion rates. Through the online surveys, the study revealed that 15 percent of all delivered ads resulted in action or planned action, with 2.9 percent ending in an online or offline purchase.
Wireless advertising is an effective branding medium.
Overall, aided ad recall among consumers was 58 percent, with 35 percent of these respondents indicating that the ads made a positive impact on how they viewed the company or product in the ad. Only one percent of respondents felt that the ad alerts negatively impacted their view of the advertiser.