Unsurprisingly, a new study has found scant consumer interest in receiving ads on mobile phones. Only 20 percent of mobile subscribers said they'd find some form of mobile ads acceptable, with half of that group saying it would ok for advertising to subsidize services like directory assistance. This highlights how big a role context plays in mobile marketing. Far too many campaigns are simply just spam, with too few offering any real value to users. Spammed ads have been shown to be ineffective as well as annoying, but if advertising can be wrapped around premium content -- in a non-obnoxious way -- people will probably be much more receptive to it.
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