Keep ads relevant to the consumer on mobile devices
The debate surrounding placing ads on mobile devices has been an interesting one; the medium is not as conducive for ads as normal desktops or wallpapers, and with the wave of mobile apps continuing to grow, some businesses are reverting to ad-free, paid apps. But there is evidence to suggest that consumers will still interact with the right type of ad on their device, provided it is relevant to them individually.
About one third of smart phone and tablet users have indicated that they will be more inclined to pay attention to digital ads that pertain to their needs and interests, according to a new study from Prosper Mobile Insights. Additionally, 31.4% of those consumers said that the fewer ads they interacted with, the more likely they would be to respond to the ones that did show up.
The study also offered key elements of ads that consumers responded to; such as humor, information, or animation. 4 out of 10 respondents said they would be more likely to pay attention to a video ad than a standard ad, citing that they are more likely to grab your attention, are more enjoyable or that they don’t let a user click away from it until they’ve viewed a portion of it.
Another common form of advertising for devices is the sponsored link or story, with more than 32% saying they would click one at least occasionally.
One lesson to take away from this is to pay attention to key demos and place ads that relate to them in mobile apps or websites. On a larger scale, it also shows that in what is still a relatively emerging marketing approach, no idea should be off the table when it comes to reaching your consumers.
Source: Marketing Charts