Friday Team Talk – How do users react to Mobile Advertising?
For our new Friday Team Talk post, here MobPartner Account Executive, Lena Lescureux, explores how mobile advertising provokes strong reactions across the globe.
“Are you nomophobic? Afraid of being without your phone for more than a nano second? Personally I start hyperventilating when my phone’s battery is almost dead and the first thing I do when I wake up in the morning is check my notifications!
This means I’m perfectly average, since the stats say that 9 out 10 mobile users under the age of 30 admit they suffer anxiety when parted from their cellphones. Cellphones and especially smartphones just became a new extension of ourselves. Spending so much time with our hands glued to our phones gives us great exposure to all kinds of mobile advertising.
Since I started working at MobPartner, there was one huge question I couldn’t stop asking myself: globally how do users react to mobile advertising? Being the one behind the scenes putting the banners online, I was curious to know more, so here are my findings on this topic.
In 2012, only 1% of advertising budgets were allocated to the Mobile channel, whereas we actually spent 10% of our time with our eyes fixed on our smartphone screen. Normally advertising agencies split the budget depending on the time that users spend on each channel.
Mobile users spend 29% of the time on their Smartphone talking or texting. The rest of the time they can be exposed to any kind of mobile advertising. This means that there is a tremendous opportunity on mobile advertising for marketers. Businesses and brands need to build their mobile strategy taking into account users’ needs, but also what they like and hate.
Mobile advertising has the peculiarity to provoke strong reactions: from absolute love to fierce rejection. Mobile banners can be considered as Heroes, conveniently offering the exact app you need to download, or as Thieves, taking away a part of the little space you have on your mobile screen. If the content is good and relevant, no matter whether on TV, Web or Mobile, the user will at least tolerate banners.
Talking about advertisements, TV is still the most appreciated advertising channel and commercials are now accepted as an integrated part of the television culture. By contrast, on smartphones there is a stronger feeling of intrusion from advertisements.
The AdReaction 2012 study of Millward Brown will help us to better understand the users’ reactions. Globally only 23% show a positive attitude towards Mobile advertising. But if we go deeper, certain factors help the user have a better attitude – if the app or the mobile site is free for example. Actually enjoying a great game for free makes it easier to accept the advertising. As far as I am concerned I even purchase paying versions of Apps to avoid the fact that I was constantly clicking on interstitials by accident trying to close them. And I swear my fingers are not that fat!
Moreover we have to consider that not all markets are equals. There are major discrepancies between different countries. EU users are more responsive to Mobile Ads than US users, but US users have stronger reactions towards ads on Tablets. Whereas Kenyan, Nigerian and Indian users show a very favorable attitude towards Mobile Ads. This can explain the very good results we can observe on MobPartner’s campaigns launched in these countries!
No company should underestimate the possibility of making great things happen despite the small size of the screen. Like TV ads, Mobile ads have the potential to become real masterpieces of entertainment and creativity. Many brands successfully add the Mobile channel to their global strategy. If all brands manage to mix the growing accuracy of the targeting to relevant and creative ad content, they will be sure to have a winning combination.
Here are my personal Dos and Don’ts for banner advertisement from a mixed point of view: half-user, half-professional!
Refresh creatives: seeing a limited variety of ads will make you lose users’ attention
Test the quality: not using a banner is better than putting up an ugly one.
- Create a link with the user: i.e. if your user is using a travel app, put a mobile ad about a weather app that could be relevant for his travel.
- Target as tightly as possible
Don’t use intrusive formats unless the context is highly relevant
- Don’t put a fake cross on the right top that will upset the user! You’ll gain a click but lose a potential customer!
- Don’t write a lot of text in a small space, if no one can read it, what’s the point?
- Don’t forget the call-to-action! If there is no button most people won’t click!
Also you can find another great post from our Blog, giving guidelines to help design your mobile ads: http://blog.cheetahmedialink.com/2013/05/21/design-mobile-ads/
So, what’s your opinion towards Mobile Advertisements?”
Lena has worked at MobPartner as an Account Executive since last February. Freshly graduated in Marketing, Lena choose to spend her last few months as a student on an internship at MobPartner in Paris, after living for a year in Barcelona. Passionate about consumers’ behavior, she has just completed her studies with a thesis on Storytelling and Social Media.
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