Mobile media publisher MoMac has announced the results of its first Mobile Advertising Attitudes report, supporting the launch of its GoSell mobile ad campaign management tool.
MoMac says the results of the research, conducted by independent research agency Tickbox, clearly emphasise the need for mobile advertising to match specific audience requirements. Results from different demographics indicate that responsiveness to different kinds of advertising changes according to age and gender, giving brands and marketers valuable guidelines around which to design their mobile advertising campaigns.
MoMacs GoSell platform has been developed to help publishers easily integrate and manage the inclusion of mobile banners and sponsored content within editorial and branded environments,and will be available as part of MoMacs integrated mobile publishing platform, GoMedia. 
The Mobile Advertising Attitudes Report surveyed a cross section of 1,400 UK mobile phone users during May 2007, looking specifically at advertising formats and payment models.
Despite the fact that mobile advertising is in its infancy, the report reveals that as many as 13% of 16-24 year olds have already responded to or clicked on a mobile ad. Given the limited inventory currently available for mobile advertising, and the relative rarity of mobile users being served mobile ads, the figures show the potential for a significant future take-up, says MoMac, if the communication is delivered in the right way.
When it comes to mobile ad formats, MoMacs research shows clear differences in the preferences of men and women and the different demographic groups. When on mobile sites, text-based ad links are the most popular (56%) with a clear female bias of 60% compared to just 47% of men. Picture or banner-based advertising was the second most popular option, favoured by 29% overall and just under one in three 25-34 year olds. Interestingly, video-based advertising has a strong male bias, with 22% of men compared to just 12% of women stating that they would be most likely to respond to a video ad. Video formats were also more popular with younger mobile users, selected by 23% of 16-24s but only 12% of the over 55s.
The research results also indicate that content providers will need to consider a number of payment models to appeal to the diverse groups of mobile users in the UK looking for content. The ad-funded model could become dominant with younger mobile users, with 47% of 16 to 24 year olds preferring to access content for free in exchange for viewing advertising. Only 32% of this group opted for a pay-as-you-download (PAYD) model, and only 3.9% said they would want to pay for content via a subscription.
In contrast, the PAYD method is more popular with older mobile users, with 55% of those aged 45 and over opting to pay for content on demand. This idea also appeals more to women, with 54% choosing PAYD compared to 41% of men who are more open to advertising.
The research shows that brands and media companies must think carefully about who their primary targets are before they decide how to deliver both their content and advertising campaigns says MoMac UK Managing Director, Sham Careem. Different demographics will respond better to different methods of advertising, and the key to a successful campaign will be ensuring that the format matches the target audience.”
MoMacs research was conducted as part of the preparation for the launch of its new GoSell mobile advertising platform. A number of recent acquisitions (including AOLs purchase of Third Screen Media and Microsofts purchase of ScreenTonic) have added impetus to mobile advertisings move to the mainstream, with research house Strategy Analytics predicting mobile ad revenues to be as high as $14.4 billion (7.2 billion) by 2011. MoMac says that Media companies looking to build on their current mobile presence can use the GoSell module to take advantage of this trend and effectively monetise their sites.
The GoSell campaign management platform allows media companies and advertisers to plan exclusive, paid or in-house campaigns and assign these to one or more mobile sites; determine promotional areas within a mobile site; optimise banners and sponsored content to the end users handset; include promotional text links and rotating  clickable banners; track detailed results of a campaign, such as page impressions, clickthrough rates, costs, revenues, and inventory forecasts; and build powerful landing pages for advertisers who dont yet have a mobile presence.
GoSell is the latest addition to MoMacs GoMedia mobile publishing platform. GoMedia enables media companies to create compelling, innovative and profitable mobile services, says MoMac, with editorial content (GoPublish), downloads (GoDownload), social networking and user generated content (GoShare), streaming video (GoTV), and mobile advertising campaign management (GoSell).