IAB UK: Mobile Messaging Research

Posted by IAB Australia On May 14, 2012 Research & Resources

The results of IAB & DMA study on mobile messaging, covering both effectiveness of real life M&S campaigns as well as consumer attitudes towards SMS & MMS.

Key findings included:

  • Getting customers to opt in is key
  • When consumers are opted in, they are over 200% more likely to agree that messaging is the best medium to grab attention and receive information
  • Messaging achieves huge stand out
  • Almost 100% of the M&S base remembered the SMS & MMS, the MMS in particular cuts through
  • 74% of non opted-in consumers would do so given the right incentive
  • Brands must overcome 5 key barriers awareness, perceived cost, relevance, control and privacy


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.