The effectiveness of targeted mobile advertising in selling mobile services: an empirical study
by Marko Merisavo, Jari Vesanen, Antti Arponen, Sami Kajalo, Mika Raulas
International Journal of Mobile Communications (IJMC), Vol. 4, No. 2, 2006

Abstract: This article examines the effectivity of mobile advertising in sales of mobile services. Data from 5500 Finnish customers of a multinational service provider reveal that there is a significant increase in sales to customers who were exposed to mobile advertising compared to those who were not exposed. The differences between customer segments were also discussed.

Online publication date: Tue, 10-Jan-2006

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