Recently completed trials in Italy demonstrated the potential success of interactive multimedia advertising on mobiles devices showing high advert recall and strong user acceptance.
Conducted under the aegis of IST project, IMAP, 1600 mobile phone subscribers to the network of Telecom Italia Mobile, partners in the project, freely joined the trial of pilot advertising campaigns to evaluate interactive mobile advertisements. Similar trials have also been carried out by the project in Germany and Finland.
Of those who completed surveys, 99 per cent found IMAP very easy to use with 65 per cent remembering the advertising spots. There was high support for the ads with 91 per cent in favour, although most believed interactivity with multimedia content is important (93 per cent).
Tara Morris | IST Results
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