As the concept of mobile advertising continues to grow, mobile users are going to continue to get more and more advertisement texts. Some people are already starting to complain about all the mobile ad noise. One of the greatest advantages of mobile marketing is the incredibly high open rate. Unlike junk emails which are discarded without look twice, text advertisements are almost always looked at. The last think mobile marketers want is to see mobile advertising become like email advertising.
LoopMe, a new company in the UK says they have a simple solution to the problem, an “ad inbox.”
The Ad Inbox
On the surface, it sounds like more bad news for mobile marketers: all their advertisements getting dumped into a separate inbox that might not be viewed. But LoopMe CEO, Stephen Upstone puts those fears to rest. According to Upstone, about 5 to 10% of people with the ad inbox actually go into that inbox. And while that’s nowhere near the open rate of a message sent to the regular inbox, this next part makes up for it. The response rate for ads sent to the ad inbox is ten times higher than other ads. So while less people will see the ads, those that do are far more likely to act on them.
There are some pretty interesting implications if the ad inbox works as well as Stephen Upstone claims. It could have the potential to benefit both mobile marketers and the consumers they’re targeting, which is something that just doesn’t happen. This might be the answer to the mobile ad noise that marketers are searching for.
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Source: http://www.mobilemarketingwatch.com/have-mobile-ads-become-too-noisy-28371/
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