More mobile ads cause less respons

Research bureau M:Metrics warns that when mobile ads become too common, respons becomes less. In Europe, more and more mobile subscribers are getting advertising by sms. Spain has the most mobile ads and at the same time the lowest respons rate. On the other hand, there’s the US, where only 17% of mobile users has received sms advertising but 12% respons to them, a lot more than at our side of the Atlantic. When it’s no longer “new”, the interaction of the consumers with the advertisements decreases.
This trend is comparable with e-mail marketing, which has lost a lot of its effectiveness due to excessive use and spam.

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