The IAB has published the results of the first comprehensive study of the mobile advertising market in the Netherlands. The research indicates that 30% of the population and 53% of the youngster (16 – 24 years) are open towards receiving advertising on their mobile phone. There are 2 important conditions for successful mobile advertising models: (i) strict control of privacy and opt-in, (ii) a clear incentive in return of receiving mobile ads.
The research also indicates that advertisers are still very reluctant to push mobile marketing in the near future. Mobile operators and service providers see a lot of growth opportunities, especially linked to the increasing usage of the Mobile Internet.