Different mobile ad formats appeal to different users

More than targeting for specific user groups, mobile advertisers need to use the correct ad delivery method. According to a recent study from MoMac, consumers are more likely to respond to ads in a format that they like.

by Kristina Knight

The study revealed that text-based ads are the most preferred ad method (58%) but the ads are also preferred more by women (60%) than men (47%). Picture and banner ads rank slightly behind text based messages overall (29%) and are the preferred method of advertising for those 25-34 years of age (33%). Finally, video ads rank third as the ad of choice for mobile users, and are strongly preferred by men (22%) over women (12%). Video ad formats are preferred by younger users with 23% of those 16-24 preferring video based ads compared to only 12% of those 55 or over preferring video ads.

Sham Careem, MD of MoMac UK said, “The research shows that brands and media companies must think carefully about who their primary targets are before they decide how to deliver both their content and advertising campaigns. Different demographics will respond better to different methods of advertising and the key to a successful campaign will be ensuring that the format matches the target audience.”

The study also revealed that mobile ad responses are becoming more commonplace. Of those studied, more than 10% of 16-24 year olds said they have clicked on a mobile ad at least once.