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BizReport : Advertising archives : September 27, 2012

Azullo: Ads on mobile 'forgettable'

Azullo has some worrying news for mobile marketers. The firm behind the ad solution Respond conducted research that found the vast majority of smartphone owners rarely remember ads they see on mobile browsers and apps.

by Helen Leggatt

azullo.jpgWhen Azullo queried smartphone users on their ability to recall ads seen on their mobile device, very few could remember which brands or services were being advertised.

While some (17%) put it down to having a bad memory, ad creative and visibility were largely to blame.

A third (34%) couldn't remember what was being advertised because the ads weren't memorable and 4 in 10 said ads weren't properly optimized for mobile and appeared 'distorted'.

The vast majority, 81%, felt that advertisers weren't making enough of an effort to engage mobile viewers.

However, among those who could recall an ad on their mobile device, just 14% said it was effective in making them more likely to try, or buy, that brand or service.

"Most mobile ad formats are adapted from desktop. Banners ads are squeezed to fit far smaller spaces, with resulting compromises in clarity," said Guy Cookson, co-founder of Respond. "Graphical ads are also often slow to load over mobile networks. This is no way to engage an audience, to invite discovery, to inform and delight."

Tags: ad format, advertising, banner ads, mobile ads, mobile marketing, mobile optimization

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