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How advertisers can vie for that two square inch space on the mobile handset

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How advertisers can vie for that two square inch space on the mobile handset

Dr L Venkata Subramaniam, Research Staff Member, IBM India Research Lab, writes that the bulk of ad spends have been in outbound telesales calls and pushing of SMS and MMS ads to users. But research indicates that there is a lot of resistance to such advertising from consumers. They generally accept advertisements on their mobile phone in return for 'free' media and applications on their handsets. Users now also want information, applications and rich media on their phones.


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Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

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Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...