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BizReport : Advertising : July 31, 2013

Consumers want more control over mobile ad experience

Self-initiated advertising on mobile devices is the way forward, suggests new research from in-content digital ad company Vibrant Media, and a sure-fire way to ensure you are not annoying smartphone and tablet users.

by Helen Leggatt

There is disparity among the methods being used by marketers on mobile devices and what users want, found the survey among 1,000 U.K. consumers conducted by Toluna.

Positive mobile experiences boost engagement and revenues. But, according to Vibrant Media's research, consumers are far from enamored with current advertising methods over which they feel they have little control.

The survey found that nearly half (48%) of mobile users feel they are least in control of advertising on their smartphones and tablets, more so than social media, mobile web browsing, instant messaging, email, text messaging and making voice calls.

"Consumers want to feel empowered by their digital content experience, not annoyed. Many mobile ad formats are interruptive - which our study shows 35% of consumers find "annoying" and 45% "very annoying" - or triggered in error, which over half [51%] of our respondents said was most often the case," said Tom Pepper, UK Sales Director at Vibrant Media.

In fact, of all their digital devices, 77% feel least in control on their mobile phones versus 11% on desktops and 12% on tablets.

So, what would consumers prefer? The survey revealed that two-thirds of smartphone and tablet users would prefer advertising they initiate themselves.

Image via Shutterstock

Tags: mobile advertising, mobile use trends, smartphone, survey, tablet, U.K., user engagement

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