Ad blockers may have less to do with a dislike for mobile adverts and more to do with a general desire to improve the online experience. That’s according to a survey of over 5,000 digitally connected adults in five of the world’s leading ad markets – Brazil, Chine, France, the UK and US by Kantar Media.
The Global Dimension survey found that major online and offline media formats tend to co-exist as consumers view content on TV sets (93%), but also mobile devices (70%). Similarly, news content is being consumed via traditional newspapers (83%) though increasingly via mobile (84%) and online (93%) devices.
Generally, consumers tend to tolerate offline ads (75%) a little better than online ones (61%).
But unsurprisingly, consumers demand relevancy when seeing ads (64%). 40% also said that they were encountering more relevant ads these days which suggests that advertisers have been paying attention to the demands of customers.
The survey found that 59% of consumers generally agree that ads are changing for the better whilst 36% actually enjoy seeing ads.
However, with mobile devices taking on the role of more private and personalised devices than desktops, marketers are facing an added challenge to reach consumers without disrupting that bond.
Pierre Chappaz, Teads, France, explains in the report:
“Users have a very close relationship with their mobile, so they need a pleasant experience at all times. They won’t put up with unpleasant experiences. It’s this [mobile] generation that’s going to force the advertising market to drop the bad practices and invent something cleverer, more respectful, more subtle. I think that we’re heading toward a world in which there will be less advertising pressure, but more quality, and much more individualised advertising.”
Overall, it seems that mobile advertising is getting on track to provide the experience consumers are looking for.