Despite consumers in the UK interacting with mobile ads, just one in 10 (11%) actually find them helpful while the average person ignores over seven mobile ads a day – equating to 20 million ads being ignored very hour or 5,5000 every second.
According to location-based mobile marketing platform, Verve, who did a survey on 2,000 UK adults responses to mobile ads found that over half (56%) think most ads they see on their mobile device are either boring or dull.
78% also said they view ads that are simply too small or bloating with too much text, leaving questions for advertisers on whether their ad campaigns on mobile are fit for purpose or in the right format.
“Too often people are either ignoring ads because they are simply not relevant or they find it difficult to see creative on their mobile devices,” said Ian James, GM International at Verve; “It is evident that more needs to be done to ensure advertisers are making full use of the data sources available to create exciting ad experiences on mobile.”
Location insights drive interaction
However, despite these finds, UK consumers are twice as likely to interact with mobile ads informed by location insights than with generic ads. In addition, ads that are relatable, such as hobbies and interests are likely to see engagement with 33% interacting with a mobile ad related to their future plans.
When it comes to interacting with an ad on mobile, 20% of consumers are like to respond if they can play with their device through mechanics, such as tilt, tap, zoom or change point of view. 19% said they would interact if the ad was like a game or encourage navigating through while 21% would respond if an ad asks questions or expects a response.
James is urging the industry to work together to ensure advertisers are using data effectively to inform their creative campaigns for the mobile screen.
“As an industry, we need to be working together,” he said; “Firstly, to ensure advertisers are unlocking the power of various data sources, including location insights, when producing their ad creative. Secondly, to make brands aware of how to identify data that is both accurate and precise to make sure ads are as relevant as possible. Finally, to educate brands on the multitude of creative formats that work specifically for mobile.”