Over a period of four months, the Redwood City, California company created more than 550 advertising campaigns delivered over 500,000 advertising alerts to 1,000 Boulder, Colorado customers using a WAP-enabled phone.

"When constructing this study, we set out to determine whether consumers would accept profile-based alerts on their mobile phones," said Daren Tsui, co-founder and CEO of SkyGo.

Commenting on the findings, Mr. Tsui said, "The data we gathered illustrates that when done correctly, wireless advertising offers carriers a way to reduce churn, publishers a method to monetize their wireless content, and consumers a compelling value-added service."

• Interactive calls-to-action drive high click-through rates.

• Ads featuring interactive trivia garnered the highest click-through rates at 52 percent, followed by ads that enabled users to click to participate in polls, register for newsletters, and services.
• Click-to-call option only elicited a 0.7 percent click-through rate.

• Wireless permission-based alerts drive high conversion rates with 15 percent of delivered ads resulted in action or planned action, with 2.9 percent resulting in an on-line or off-line purchase.
• Wireless advertising is an effective branding medium as overall ad recall among participants was 58 percent, with 35 percent reporting that the ad had a positive impact.
• Customers are receptive to click-to-buy features as 37 percent opted to provide their credit card information and sign up for the e-wallet, in response to an advertisement.

A white paper summarizing ‘The SkyGo Wireless Marketing Study’ will be available later this month.

For more information: http://www.skygo.com/news/pr01_0305.html