Mobile Ads to Offer New, Unique Content

Marketers are committed to reaching and influencing consumers through advertising.  But not all forms of advertising are loved by consumers. In fact, consumers report having particular disdain for mobile ads. mobileadThis attitude may be a wake-​up call for enterprises and forecasters who anticipate a healthy ad ecosystem in the mobile marketplace.

The results of Millward Brown’s 2012 AdReaction report  show that only about 11% of mobile phone users and 16% of tablet owners like the ads that are showing up on their devices. It’s not that these consumers frown on all forms of advertising. The following percentages of smart device owners say they like specific ad formats:

  • TV 51%
  • Radio 51%
  • Magazine 50%
  • Billboard 48%
  • Newspaper 47%
  • Op-​in email 45%
  • Local deals 44%
  • Social media feeds 42%
  • Cinema ads 41%

In addition, the surveyed consumers admitted using their mobile devices to search for a brand (31%) or click on an ad (20%). Consumers also say that the mobile ad experience must deliver for them or they’ll move on. Specifically, they expect to encounter a quickly loading page (64%) that is clearly visible on the small screen (53%). In addition, they hope to find features that are different from those available on the desktop version (25%. Being entertained by the mobile site is a plus (21%).

Joline McGoldrick, research director at Millward Brown’s Dynamic Logic unit, notes that while the mobile ad space is not exactly well regarded, “the window’s open for mobile marketers – consumers are receptive to it and as of now, it’s a wide-​open playing field.” Marketers and their publishing partners should be working hard to get their ad just right in this growing space.

[Sources:  Tode, Chantal, Mobile Marketing experiences. Mobilemarketer​.com. 28 Nov. 2012. Web. 14 Dec. 2012. 2012; U.S. AdReaction Report. Millward Brown. 2012. Web. 14 Dec. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.