Daily Marauder

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Mobile ads served on the iPhone platform have been extremely effective in terms of response rates – particularly those that take advantage of the device’s GPS capabilities, according to research from Limbo and GfK NOP quoted by eMarketer. About one half of iPhone users who were served ads responded to them compared to a 33% non-iPhone response rate. Recall among iPhone users came it at 41% compared to 33% for other users. iPhone users are more than twice as likely as non-iPhone users to browse the mobile Web on their phone and more than three times as likely to use location-based services, including maps, restaurant locators and friend finders. (Cynopsis 2/20)

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