February 12, 2007

Research Partner M:Metrics Results Find Mobile Advertising Budgets to Double in 2007

Boulder, CO and Barcelona, Feb. 12, 2007—The Mobile Marketing Association ( today unveiled the first authoritative metrics on audience acceptance of mobile advertising. Results from a survey of more than 11,000 U.S. mobile subscribers indicate that more than 41 percent of those who view or intend to view mobile video agreed they would watch advertisements in order to watch free mobile video. Additionally, 20 percent agree they would watch ads in order to watch mobile TV or video for a reduced fee. The research was conducted by research partner M:Metrics.

The report, commissioned by the MMA’s Mobile Video & Television Working Group committee, found that although only one percent of mobile subscribers currently access TV or video from a mobile phone, 23 percent of non-video users express some possibility of viewing video or television content on a mobile device within the next few months.

“The next six months are critical in the continued development of the mobile medium, and this study was instrumental in aligning marketers’ agendas with consumer expectations,” said Laura Marriott, executive director of the MMA. “The high level of consumer interest and enthusiasm on the part of advertisers, agencies and carriers suggests a promising role for advertising in mobile video and television. The MMA continues to lead the industry globally in establishing the guidelines, best practices and research to ensure a sustainable mobile marketing and advertising ecosystem.”

“This research shows that a sizable number of consumers, particularly those who are already consumers of mobile video, or express an interest in doing so, will accept advertising as part of the mobile video experience,” said Mark Donovan, senior vice president and senior analyst, M:Metrics. “Furthermore, the consumers most predisposed to advertising are younger, big-spending mobile users, creating an attractive target market for advertisers.”

The research found that 60 percent of current or prospective mobile video watchers expressed either willingness or ambivalence about sharing personal information to receive relevant offers, and those subscribers who spend more on mobile services per month are more likely to share personal information. Also, the firm found that males are more drawn to the notion of ad targeting than are females.

Sponsors of the research were MMA member companies including: Accuweather, Inc., CBS Corp., Executive Resource Group, Inc., MediaFLO USA, Inc., MobiTV, Inc., Mobliss & FreMantleMedia, QuickPlay Media, SMS.AC, Inc., Soapbox Mobile, Sprint Nextel, U-Turn Media Group, U.S. Cellular Corp. and Vidiator.

The Mobile Video & Television Working Group within the MMA focuses on establishing standards and best practices for mobile video to guide the development of the industry for content and network providers, as well as advertisers. The group addresses the development of the standards from both a technology and business model perspective – as well as determines methods to measure the effectiveness of mobile video marketing campaigns. Committee members include: CBS Corp., MobiTV, Inc., AccuWeather, Inc., Action Engine, Airwide Solutions, Alltel Wireless, Blue Frog Mobile, Dennis Digital, DoubleClick, Executive Resource Group, Inc., GoldPocket Wireless, Inc., IAG Research, ipsh!, Juice Wireless, M:Metrics, MediaContacts, MediaFLO USA, Inc., MoPhap (Mobile Phone Applications, Inc), MobiTV, Inc., Mobliss, m-Qube, Inc., News Over Wireless, Openwave, Quickplay Media, Reuters,, Inc., Soapbox Mobile, Sprint-Nextel, Telephia, Inc., Telescope, Inc., The Weather Channel Interactive, Turner Broadcasting System, Inc., TV10s, U.S. Cellular Corp., VeeCaster, Verizon Wireless, Vidiator, and Zingy, Inc.

The research is available free of charge to all MMA member companies at

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global association established to lead in the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to sustainable market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the mobile channel for use by brands and content providers. The 400+ global member companies include agencies, advertisers, hand-held device manufacturers, wireless operators, aggregators, infrastructure providers, retailers, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit

Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]
[email protected]