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Wireless Ads: Euro Hope, U.S. Skepticism
Posted: 17-Nov-2000 [Source: Adweek.com]

[European research doesn't translate to US market when it come to advertising opportunity on wireless devices.]

"As wireless communications surge in popularity, marketers have begun gauging consumer responses to advertising on cell phones and Internet-enabled mobile devices.

"Swedish cell phone maker Ericsson and U.K.-based wireless marketing company Mediatude tested 5,000 Swedish wireless users who received over 100,000 messages over six weeks. Users were given free short message service (SMS) text messaging, and in return agreed to provide information on themselves and to receive ads. Mediatude matched advertisers to target demographic groups. Content was provided by IT Direkt, a free text-based news service, Tjohoo, a Swedish portal, and Voxway, a voice-based mail service.

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