Targeted ads are okay with British teens

Advertisers wanting to tap into the youth market should pay attention to a recent study about British teens. According to researchers, teens are fine with accepting ads on their mobile devices. Display ads rather that video or text messages are the preferred ad type.

by Kristina Knight

The Q Research study found that 32% of teens would accept mobile ads but 71% would prefer that those ads are targeted to their interests. Receiving credits in exchange for ads (82%) and getting discounts or special offers in exchange for ads (76%) are also viable options for advertisers.

Julian Smith, Insight & Research Director at media agency MEC Interaction EMEA said (via Cellular News), "These users have an intimate relationship with the mobile phone, so push advertising messages need to be tightly targeted - more so than with any other channel - and it's vital to stick to the rules of right person, right place, right time, right offer."

Advertisers should also note the type of messages that teens want. According to the study, teens favor picture/display ads (70%) over video ads (53%) or text messages (45%). Video ads fall short in the popularity race because of cost and the potential size of the ads.

Having a definite idea of who an ad will appeal to and targeting accordingly has been a long-held advertising ideal, and this study also indicates that properly targeting a mobile ad will make a difference in ROI. It also indicates that the type of message is as important as the message itself. Investing in video ads maybe hot right now, but if your target market doesn't want a video ad it will be a waste of time and money.

Tags: mobile display ads, mobile marketing, mobile text messaging, mobile video

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