Consumers are demanding more relevancy and creativity from mobile advertising so brands need to up their game

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Consumers demand more relevancy and creativity from mobile advertising
Andrew Darling

Consumers demand more relevancy and creativity from mobile advertising

A new study exploring the mobile behaviours and preferences of consumers in the UK, France and Germany signals a warning and highlights the urgent need for advertisers to deliver more creative and relevant mobile advertising, or risk losing consumer engagement entirely.

The ‘Mobile & Me – The Remodelled Brand Opportunity’ report, commissioned by Quantcast, reveals that 37 percent of consumers expect adverts received on their mobile phones to be more relevant than on other devices; while 40 percent say that they wish mobile advertising was more creative. Among the much sought after 16-34 year-old range, expectations on both relevancy and creativity are even higher with 47 percent and 51 percent demanding more relevancy and creativity respectively.

Relevancy and context

Location will increasingly become the key factor in this evolution in 2016 and beyond. Turning advertising into smart, brand messaging platforms through the contextual understanding of users’ real-world lives, is the unique value proposition that pioneers in mobile location-aware DSPs like Blis, offer.

The study also revealed that mobile advertisers are unknowingly interrupting ‘me-time’. Currently 51 percent of consumers find mobile adverts more intrusive than adverts received on their desktop or tablet. While almost half admit that advertising received on their mobile phones that is not relevant to them negatively impacts their overall perception of a brand – a frustration felt more acutely by 16-34 years olds (54 percent) than older generations.

Seizing the mobile-based buying opportunity

Where’s the brand opportunity in the remodelled ‘me-time’? The findings emphasise that the mobile phone has evolved into the new ‘shopping catalogue’. 64 percent of consumers admitted they have been influenced to purchase elsewhere by mobile advertising – 80 percent among 16-34 year-olds. On average respondents purchase goods or services on their mobile phones just over once a week, with 41 percent frequently researching purchases on their mobile phones.

If advertisers focus more on relevancy and creativity, they will be perfectly positioned to seize the mobile opportunity. The study revealed:

  • Driving acceptance: 59 percent of consumers agree that they would be more accepting of mobile advertising if it was relevant to them;
  • Increasing purchase intent: a third of respondents stated they would be more likely to purchase from a brand that only showed them relevant advertising – an average that jumps to 43% percent among 16-34 year olds;
  • Creative ads drive consumer influence for brands: a third of consumers admitted they would be increasingly influenced by more creative adverts – an average that reaches 48 percent among 16-34 year olds.

By 2018, more time will be spent accessing the internet on mobile devices than on all other devices combined. For advertisers, connecting with consumers while they are on their mobile phones is becoming a must-do, not a nice to do. But what the Quantcast research shows is that a lot of brands are currently missing the mark with their mobile ads.

“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 Matt White, UK Managing Director, Quantcast.

Location influences engagement

Blis looked closely at this relationship between location data and advertising by speaking to a wide cross-section of nationally represented UK consumers in a survey conducted last summer. By looking at how consumers use different connected devices, and how usage patterns change depending on their location, we can see the role location plays when engaging with advertising.

39 percent of consumers we spoke to said they were more likely to click on ads which took their location into account – showing just how important location is to creating relevant and contextually aware advertising. And at least 14 percent of the UK population is engaging with a brand as a direct result of location-based advertising over mobile devices.

This contextual relevance is one of the elements that distinguishes mobile from other mediums. But it is the overall influence of location that truly separates mobile from all other channels in terms of how it informs our understanding of cross-device behaviour. By combining location context with imaginative creative formats, brands can step up to the challenge of meeting consumers’ increasingly sophisticated expectations from mobile advertising.

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Andrew Darling is Communications Director at Blis. He is responsible for Blis’ global communications and PR activities, as well as marketing operations in APAC. Andrew is a seasoned tech marketing and communications expert, Chair of the IAB SG Mobile Committee and former Telecoms, Media and Technology journalist.
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