Home > Uncategorized > Pardon this Interruption for a Quick Mobile Ad…

Pardon this Interruption for a Quick Mobile Ad…

“New research suggests that users find mobile ads far more interruptive–and annoying–than those on TV.” Personally, I could not agree more. At least TV ads can be entertaining, mobile ads have the cheap, sketchy quality that many skeezy banner ads display. I hate when mobile ads are delayed and flash while I am in the middle of my next task. I’ve even had mobile ads that have blasted sound, despite the fact that my phone was on silent. 

70% of users surveyed said that automatic app-ads were interruptive and two thirds of respondents found them annoying, which was a higher percentage than those who said they were annoyed by TV and web-based advertising. 

One researchers suggests that this is because a consumer finds using their mobile phone to be more of a personal experience than they do watching TV or surfing the web. There is a special and personal bond between a person and their phone. Think about the quick experiment we did in Rob’s class where we briefly switched phones with the person sitting next to us. Clearly, mobile is personal. 

Only 12% of users find mobile ads engaging, 14% find them relevant, and 17% find them interesting. Mobile marketing has clearly built a negative reputation. How can mobile marketers get themselves out of this rut?

Mobile marketers need to overcome their image as seedy and irrelevant. They need to connect with consumers by respecting them and not interrupting their personal time. A potential way to combat this might be to offer personalized offers to app subscribers through ads. This way consumers feel they are getting special treatment and not being shown a generic, uninteresting ad that may not relate to them. Mobile marketers need to take their consumers and their interests into consideration in order to create engaging ads. 

Mobile marketers need to acknowledge the current negative image they have and consider how they can effectively engage consumers without invading their privacy and personal time. 


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