CABA Information Series

IS-2007-32: Custom Mobile Advertising Study

Mobile communications technology now promises advertisers the ability to deliver targeted commercial messages to consumers when their behavior can be immediately influenced and converted into a sale. The question is: How open are consumers to receiving these messages- either on their cell phone, or on a device installed in their car? That is the central question addressed by the Custom Mobile Advertising Study, conducted in May 2007 by Zanthus, an independent research consulting firm for CABA's Internet Home Alliance Research Council. AT&T, Cisco Systems and General Motors led, funded and participated in this research.
















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