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Wireless Advertising Opportunities

March 12, 2007

Advertising to mortgage bankers, brokers and other lending executives is moving to wireless phones, a new 37-page study indicates.

Access to the mobile Web is widespread and growing, according to Going Mobile: An International Study of Content Use and Advertising on the Mobile Web conducted by the Online Publishers Association and tns.

OPA noted that mobile ads drive Web site visits.

"Opportunities exist for marketers and publishers to take advantage of the mobile Internet," the group reported.

Just over 70 percent of U.S. mobile device owners have access to the mobile Web, the report said. About 41 percent of U.S. owners use the mobile Web -- and of that group, about half access news through the mobile Web and one-third specifically access business and financial news.

During the next 12 months, a greater number of Americans surveyed expect to spend more time on the mobile Internet than users from any of the other seven countries, OPA reported -- though it was found that mobile Web time does not cut into time spent on personal computers.

Advertising is working on the Web, "both in terms of receptivity and action," the group said. "People depend on the mobile Web for key content and are actively registering, personalizing and paying for content."

Key content types, including news, are being passionately devoured on mobile devices, the analysis of over 6,000 interviews said. And as income levels rose -- so did mobile Web usage.

"While people often think of the mobile Web as the realm of ringtones and messaging, it is clearly a rich platform for quality content and marketing," said Pam Horan, president of the trade association, in a statement. "Mobile content consumption is high and growing -- in the year ahead, current users plan to spend more time with the mobile Web and new audiences will adopt the platform."

But one big hindrance reportedly cited by those surveyed was the slow loading time for Web sites.

However, content providers, such as the Wall Street Journal, the Dallas Morning News and -- the mobile version of, have specially designed Web pages requiring little bandwidth usage, helping to alleviate slow mobile Internet connections.

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