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."
- Twitter ups ad relevancy with Tailored Audiences
- Research reveals poor uptake and awareness of NFC payments
- Facebook far and away most frequently used mobile app
- The best practices for mobile brands in 2014
- Forecast: Big data to push SMBs into 2014
- Report: TV ads pushing engagement, intent
- Report: Online wide open for CPG brands
- Webrooming, Showrooming pushing shopper engagement
Featured White Papers
- 5 Questions About Managing Social Media that You Should Ask Your Agency
This white paper provides you with 5 questions you should ask agencies to help you separate the real candidates from...
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...