Mobile Web Yields Different Ad Expectations19 Dec, 2012 By: Doug McPherson
SAN FRANCISCO – A new study concludes that marketers need to understand the Web on mobile and tablet devices is not the same one consumers use on their laptops and PCs. New research from advertising and publishing platform Tapjoy, conducted by Forrester Consulting, found that about half of consumers are ignoring automatically crafted in-app ads, and 70 percent actually find them annoying.
Of those that are being noticed, very few are making a good impression. According to the study, only 17 percent of consumers found current in-app adds interesting, while only 14 percent found them relevant and 12 percent found them engaging.
What’s the lesson? If marketers want to engage consumers through in-app advertising, they need to remember that different mobile channels – from QR codes to apps – are used differently, that mobile can be very effective at reaching niche groups, and that quick engagements are more effective than long-term interruptive approaches.
Patrick Seybold, Tapjoy’s vice president of global communications, told Marketing Daily that mobile is much more personalized than TV or the desktop-based Web. Consumers, he says, customize their mobile experiences and that it’s “incredibly jarring” to be pulled out of those experiences with an unexpected ad.
“Instead of just moving a TV spot over to mobile and asking users to watch a long-form commercial in the middle of using their app, which they might find disruptive to their mobile experience, try getting them to take a quick and easy action, like subscribing to an E-mail or like a Facebook page, in exchange for a reward,” Seybold told Marketing Daily.
Other statistics from the study:
- More than one-third of adult smartphone users said they’d prefer an ad-driven avenue for downloading apps, indicating they understand that to make the apps free, they have to have some sort of advertising.
- Two-fifths (40 percent) said the model could be better if they were able to pick an ad from several options.
- Consumers’ top request is that the ads not interrupt their usage of the app (selected by 68 percent of respondents).
- Nearly 60 percent said they’d like to be offered a reward in exchange for interacting with the ad.
Seybold said brands might sponsor the premium content the consumer wants in their apps, whether it’s minutes in their texting app, virtual currency in their game or paying for them to watch a movie. He added, “Consumers have shown they understand the virtual economy, and are willing to engage with their favorite brands in exchange for the content they want, especially when they choose the brand to interact with.”