Technology and innovation have enabled an “advolution”, according to German publisher G+J e|MS – one of many companies developing new mobile advertising formats to target and engage audiences on smartphones and tablet devices. In autumn 2016, the publisher polled a sample of participants corresponding to three major brands: Philadelphia by Kraft, Samsung and Mini.
The focus of the study were three mobile formats: mobile content ad, mobile layer AdSpecial and mobile next generation AdSpecial. AdSpecials are defined as those that permit better integration, functional features and user control on mobile devices.
Overall, users preferred it when adverts did not overlay content (87.6%). Scrollable adverts were also favoured (84.3%) over those that have to be closed manually by pressing a button.
The G+J formats performed well for site integration, and website harmonisation (around 60-70% across formats). In particular, mobile next generation AdSpecials performed solidly across a set of standards including modernity and innovation.
62% of respondents said that they preferred next generation ads compared to the other two formats.
In addition, mobile next generation ads resulted in the greatest brand awareness (40.8%), and solid ad recognition (60.1%).
When it comes to brand awareness in particular, the layer ad special is particularly influencing, followed by next generation and content ads. However, ad awareness can be increased by prior engagement with a brand.
Overall, the research highlights a clear need to harmonise mobile adverts across content without overlaying the latter. Next generation mobile adverts were found to provide this functionality, which helped increase brand likability ratings. More innovative advertising formats have the potential to pay off.