Mobile advertising that is relevant to a consumer’s location or interest is a more powerful way to engage compared to ordinary mobile ads, according to new research by Verve.
The location mobile marketing platform surveyed 2,000 UK adults and found that consumers are twice as likely to interact with location-informed mobile ads.
56% of respondents thought that most ads they see on their mobile devices were boring. Just 11% considered them helpful.
Only 17% were likely to interact with generic ads on their smartphones. However, if the ad was related to a user interest, 38% said they would engage. Another 34% of respondents were happy to engage if the ad was related to their location at the time.
Mobile ads directly related to consumer interests were generally viewed as more exciting with 33% of respondents saying they would interact with an ad related to a future location.
Given the large number of irrelevant ads, the average consumer ignores at least seven mobile ads every day. According to Verve, this comes to around 20 million ads that are being ignored each hour.
Although relevance is a key component of the mobile advertising experience, the right format can also make a difference.
78% of Brits said that they had previously seen ads which contained text that was too small or ads that featured too much text.
Verve pointed out that there were various ways to boost engagement. Consumer are more likely to interact with mobile ads that include mechanics such as users having to tilt their phone (20%), game-like ads (19%) and ads that ask questions (21%).
Ian James, GM International at Verve, explained:
“It is evident that more needs to be done to ensure advertisers are making full use of the data sources available to create exciting ad experiences on mobile. The key is to begin any campaign plan with a strong and robust objective, followed by a smart understanding of creative executions to build the best possible experience. The expectation of personalization from today’s consumer is on the rise, bringing to the fore the sheer importance of using smart datasets to power creative experiences.”