Mobile users demand more relevant and creative ads

bizreport.com

Consumers believe brands need to get a lot more creative and relevant with their mobile advertising, according to a new study from adtech firm Quantcast.

by Helen Leggatt

Of the 3,000 consumers surveyed in the UK, France and Germany by Censuswide for Quantcast, 40% said they wished that mobile ads were more creative and 37% "expect" those ads to be more relevant than those delivered on other devices.

Among younger mobile users there is far more expectation with 47% wanting more relevancy and 51% more creativity.

"By 2018, more time will be spent accessing the Internet on mobile devices than on all other devices combined," said Matt White, UK managing director, Quantcast.
"For advertisers, connecting with consumers while they are on their mobile phones is becoming a must-do, not a nice to do.

In fact, if mobile advertisers want to dissuade mobile users from using ad blockers they need to heed the demands of consumers. Almost 6 in 10 (59%) said they would be far more accepting of ads on their mobile device if they were more relevant and half say that ads that aren't relevant damages their overall perception of a brand. As it is, 51% of consumers think that the ads they are currently being exposed to on mobile are more intrusive than those on tablets or desktop computers.

"There is a huge pool of potential buyers behind those screens, but brands need to act now and appropriately engage with the mobile-generation by putting relevancy and creativity at the centre of their mobile strategies," said White.