To define a path for advertisers in the wireless marketplace, SkyGo, Inc. has been conducting a four-month (September 2000 to January 2001) study involving more than 1,000 participants in Boulder, Colorado, who were offered WAP-enabled phones to receive at least three daily WAP alters. Consumers received several different types of wireless ad formats such as interactive advertising sales alerts, coupons, incentive ads, and audio ads, promoting the goods and services of major corporations, the likes of VISA, Procter & Gamble, JCPenny, and EPSN.com.

Preliminary findings from SkyGo’s "Wireless Marketing Study."

• Among the participants, 60 percent found wireless advertisements valuable and 27 percent of those users would consider switching wireless service providers to receive ads.
• More than 90 percent of the users found it easy to view and navigate the ads delivered to them.
• Of the total of users, 65 percent did use the Web-enabled phone to browse the Web for stock quotes, sports scores, and weather reports.

Until the trial concludes in January, SkyGo will continue to track, compare, and analyze click-through and actions, ad recall and user feedback across the multiple wireless ad formats. In addition, the company is experimenting with "calls to action" that wireless advertising enables. At present, it is delivering and tracking customer response to advertisements enabling them to purchase a product, e-mail for more information, visit the advertiser’s WAP site, or place a call to the advertiser.

• Consumers will pay attention to ads that are targeted, compelling, convenient, and interactive.
• Compelling wireless ads will stimulate higher activity rates among users, thus adding value to a carrier’s WAP service offering.

If users will pay to ‘log-on’ to receive wireless ads, the wireless marketers like SkyGo will have an attractive proposition to offer advertisers.

For information: www.skygo.com/press/12182000.html