Opt-in ad specialists trumpets rates that are 'more than 20 times' those of direct marketing.
Out There Media runs permission-based mobile campaigns for operators, and its database currently stands at around 5m.
It has just published a joint paper with the Mobile Marketing Association titled “Permission, Privacy, Measurement: The Way Forward”.
This showed that the average conversion rate for opt-in marketing and advertising stands at 25.15 per cent, against rates for direct marketing at 1.38 per cent and 0.08 per cent for web display ads.
It adds that the opt-in conversion rate can hit 50 per cent.
Other findings were:
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• Consumers are more willing to share information on their location (97 per cent) and interests (96 per cent) in order to receive better targeted advertising.
• Opt-in mobile advertising goes beyond youth: 72 per cent of consumers are between the age of 20 and 39.
• Opt-in advertisers are drawn from FMCG, beauty & fashion, finance and automotive.
• Gender is not a determining factor, with slightly more men (51 per cent) than women.
Fabrizio Caruso, VP 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 white paper is available for download at www.mmaglobal.com/MMA_OTM_Whitepaper_FINAL.pdf.
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