Retailers, Restaurants to Lead in Mobile Ad Effort

As new advertising  platforms come online, marketers naturally have questions about consumer behavior. There’s been plenty of buzz about mobile marketing. And advertisers are increasing the percentage of the budget they allocate to mobile. But exactly which mobile ads are most popular with consumers?

Mobile technology now allows marketers to use different techniques to grab consumer attention. Currently, 84% of consumers are more likely to notice animated or traditional banner ads, video ads and interactive ads on their mobile devices. Text ads are still tops with 13% of consumers. But only 2% like ads that take over the entire screen.

The latest research from Mojiva and InsightExpress finds that consumers do click on mobile ads – about 60% of polled consumers say they do so about 1 time a week. Of course, what people do after they click is critically important to marketers. Here’s what the survey results show:

  • Play a game: 50%
  • Download an app: 50%
  • Visit a website: 50%
  • Download a coupon: 40%
  • Make a purchase: 22%

And some industries fare better than others in getting consumer attention. Top performers include retail stores, weather, dining establishments and sports. Ads that promote magazines, dating, airlines, traffic and banking do less well.

Regarding these findings, Tony Nethercutt, General Manager of Mojiva, says “mobile marketing performs well when it lines up the services and products that affect people on an everyday basis.” Nethercutt also indicates that major brands  are now consistently allocating part of their marketing budgets to mobile. And as long as these marketers remember to target their messages to match what consumers seek on a daily basis, their return on investment should be positive.

[Source: Mobile Consumers Likely to Click on Retail, Weather, Dining and Sports Ads on Smart Phones According to Mojiva Mobile Audience Guide. Mojiva​.com. 24 May 2011. Web. 8 Jun. 2011] 
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.