Mobile advertising is still viewed as unacceptable by the majority of people. A survey by Harris Interactive in the US shows that the most accepted form of mobile advertising—sponsored text links in searches—was deemed unacceptable by 74 percent of respondents reports eMarketer. Only 10 percent of respondents took a positive action in relation to seeing an ad, while 70 percent deleted them outright. Mind you, only 30 percent could recall ever seeing an ad. I wonder what those 74 percent of respondents would have replied if they had been given the choice of paying for all their mobile searches or having a few sponsored links pop up? Case in point: In the UK research by Tickbox has illustrated the difference between those who have responded to a mobile ad and those who would view ads in exchange for free content. It increases 4-5 fold, depending on the age group, from a few percent up to around one in five (the 16-24 age bracket gets to 40.3 percent willing to view ads in exchange for free content) reports eMarketer in this post. These are also the people most likely to respond to an ad, so offering ads with content not only avoids annoying people who don’t want to see ads but increases the targeting of the ads.

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