Smartphone Users to Receive More Personalized Ads

Marketers have been treading carefully when targeting consumers with mobile phone ad campaigns. This advertising channel is expected to grow significantly over the next several years. But that growth depends on consumer reception to these ads so getting it right is important.

Currently, marketers divide their mobile campaign strategies between feature and smartphones. Both user groups prefer personalized content over other targeting strategies such as time of day or location as these survey results from the North American Consumer Attitudes to Mobile Marketing research, undertaken by Upstream and Luth Research show:

Smartphone users:

  • Personalized offers 59%
  • Timing 18%
  • Lifestyle 16%
  • Location 8%

Feature phone users:

  • Personalized offers 60%
  • Timing 17%
  • Lifestyle 10%
  • Location 14%

Assaf Baciu, Senior Vice President, Product Management, Upstream, commented on the findings which suggested that despite “the hype around location-​based players”, mobile campaigns are likely to be more successful when consumer ‘tastes and interests’ are targeted.

Besides attracting attention, marketers also want consumers to take action as a result of mobile campaigns. Feature phone users typically take a follow-​up action when they receive the following types of mobile contact (in declining order of response): Opt-​in text messages, mobile coupons, service provider notifications, or text-​based messages that flash directly to the screen. For smartphone users, the preferred ‘channels of influence’ include mobile coupons, opt-​in text messages, email on phone, and ads on mobile sites. Ads that appear during an online search for a product or service ranked last for smartphone users.

[Source: New Research from Upstream and Luth Research. Upstreamsystems​.com. 10 Aug. 2011. Web. 30 Aug. 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.