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Tue 9 Oct 2007 01:52 PM

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Keep mobile ads relevant, say regional users

Survey by mobile messaging firm Acision finds irrelevant ads one of main complaints of mobile subscribers.

Mobile operators engaging in mobile advertising need to make sure their ads are sufficiently relevant and engaging, mobile messaging firm Acision has warned.

Commenting on the results of a survey taken during recent Dubai trade show Gitex, Acision said that when asked how mobile advertising might be improved, most people said that operators needed to study their databases before sending out SMS ads and to make sure the ads are relevant to their audience.

Making users more aware of opt-out facilities was another suggestion made.

Nearly half (48%) of the 300 people surveyed said they receive mobile ads between two or four times a week, according to Acision.

Mobile advertising is a relatively new phenomenon, which is gradually taking off in the Middle East.

Advertising via mobile phones can take various forms including text messages and advertising within mobile games.

The opportunity has been embraced by the advertising industry and is set for huge growth as mobile phones become increasingly sophisticated.

Worldwide spend on mobile ads was $871 million in 2006, a minor part of total advertising spend, but annual expenditure on mobile advertising could rise to as much as $11.4 billion by 2011, according to Informa Telecoms & Media.

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