One of the first mobile advertising campaigns in The Netherlands was the mobile internet banner campaign of Microsoft, to promote their Office 2007 suit. This was a collaboration between Universal Media, MoMac and WebAds Interactive Advertising and was served on five Dutch mobile internet sites. The campaign generated 700.000 views and gained a Click Through Rate of 1,18%, which is very high compared to regular online advertising. The campaign also included a survey, which was completed by 910 users. 54% of these users indicated that they were positive about receiving mobile ads on their phone, 30% of the users were neutral and 16% indicated that they were negative about receiving mobile ads.

These are certaincly encouraging numbers for the developing mobile advertising industry in The Netherlands. I wonder if the CTR of mobile advertising campaigns stays as high as in the MS Office campaign. It might be the cause of the novelty effect of mobile advertising. People might click through more out of curiosity, which ultimately diminishes when they are getting used to mobile advertising. Nevertheless these numbers clearly show that, when confronted, people aren’t negative at all about mobile advertising. So there is a bright future ahead for mobile advertising in The Netherlands.

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