• by Kelly Shermach , March 8, 2007

"Going Mobile," a study released today by the Online Publishers Association, confirms that the mobile Web isn't just for ringtones and simple text messaging anymore.

The research reveals that in the U.S. and Europe, 76% of all mobile phones are Web-enabled. Only 32% of consumers use their cell phones to surf the Web, but marketers are trying to change that with compelling advertising. Some have already succeeded: One in 10 consumers internationally buys products and services through their handsets, thanks to mobile marketing.

"Many say they discover new products when watching mobile ads," says Pam Horan, OPA president. "Mobile Web advertising is working," she says.

And it probably will work even better when marketers upgrade from banner advertising and short-message servicing to ads where they can see the product in a still picture or video, says Gregg Smith, chief operating officer and executive vice president at Acuity Mobile.

"There will be more adoption when they can actually see what's being marketed," he says.

The OPA report says nearly 25% of consumers have visited a Web site, spurred by a mobile ad. "Perhaps even more importantly, mobile Web consumers are taking action, even going directly to buying a product after they see an ad," Horan says.

The OPA predicts strong Internet-through-a-handset growth in 2007, particularly in the U.S. and U.K.

"Consumers already are showing how receptive they are to mobile Web advertising, so the platform will become even more attractive as the number of users continues to climb," she adds.

Smith suggests that soon, 50% of consumers will accept mobile ads. Already, 60% of Japanese cell phone users present mobile coupons at the point of sale. "The U.S. is trailing behind, but is catching up," he says. "Fueling this growth is the popularity of advanced mobile services and the willingness of consumers to receive advertising that appeals to their tastes."

Nokia had a nose for just this forecast future. On Tuesday it announced two mobile advertising services: Nokia Ad Service will help advertisers target messages through mobile services and applications. Mobile publishers will be able to deploy, manage and optimize mobile advertising campaigns on the new platform.

"As advertisers struggle to reach personalized targeting with traditional media such as print and TV, mobile advertising is becoming an increasingly attractive channel for brands," says Tom Henriksson, director of Nokia Ad Service.

Acuity is already on the scene with targeted creative for the cellular set. It believes consumers will be more interested in ads delivered to them when and where they expect. A consumer who has approved mobile ads from Jiffy Lube, for instance, will receive one when she's approaching a participating Jiffy Lube location and if she is due for an oil change.

"In some cases, the average response for mobile advertising is up to 10 times greater than Internet response rates--to the ads that turned out to be relevant," Smith says. "The trick here is to guarantee that relevance and weed out the irrelevant junk."