News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: Mobile banner ads very unpopular
Mobile users in the UK aren't happy about the amount of ads they're being subjected to on their mobile devices. The worst offenders, according to YouGov research commissioned by Upstream, are banner ads.
Awareness of ads on smartphones is high. A YouGov study last year found that almost half of Apple users (46%), 42% of O2 customers and 40% of 3 customers remember seeing advertising on their mobile device.
But, and it's a big but for advertisers, the vast majority of consumers turn a blind eye to these ads. YouGov's study discovered a whopping 88% ignore ads in apps and 86% ignore ads on the mobile web. Overall over three-quarters (79%) said ads on their mobile devices are irritating.
YouGov's most recent study of 2,054 UK mobile users, commissoned by Upstream, contains more bad news for mobile advertisers. Mobile users still feel there are too many ads taking up space on their mobile screens.
How much is too much? The report finds that "too much advertising" means, on average, more than once per month although among younger age groups (18-24) once a week was deemed too often.
Among British mobile users 64% said mobile ads were offensive and banner ads particularly so. Over three-quarters find banner ads irritating. Only 11% of UK mobile users said they had ever clicked on a banner ad on the mobile web and even less, 1%, click on banner ads frequently.
"Consumers are not generally averse to being marketed to, but the past decade of ever-increasing volumes across all available channels is finally taking its toll," said Marco Veremis, chairman of Upstream.
"Mobile is the next frontier in advertisers' sights, driven by the promise of long-anticipated developments in handset technology and marketing opportunities in apps, such those rumored for Facebook. However, marketers need to be especially mindful that the mobile will always be a deeply personal medium and to avoid a backlash, any advertising must be personal, intimate and targeted."
- Working 9-5 becoming a thing of the past?
- Accordant Media: 151% increase in global programmatic auction volume
- Report: Digital will be strong through holiday season
- Expert: How to ready for speech analytics
- Study: CPG to top $10b this year
- Newspapers go digital but readers continue to pick up a print copy
- Expert: How subscriptions are driving retail
- Report: US small businesses pushing international
Featured White Papers
- How to Deliver Content Your Employees Will Love to Share
Your employees are your greatest asset. It makes perfect sense that companies would double down on their own talent, empowering...
- Key Tools for Engagement Marketing
Dig into the concept of digital marketing and how to be successful in today's modern, complex business landscape...