Brand owners running ads on smartphones are ignoring targeting techniques and falling in to the classic ‘junk mail’ trap of bombarding consumers to death, according to a study, which claims the opportunity is being missed.
The YouGov research says smartphone users are crying out for more relevant ads, offering money-off deals and special offers. At the moment, the vast majority – 84% – ignore ads placed on apps, and even more – 86% – think they are highly intrusive.
But with awareness of advertising on smartphones in the last three months being high, the report’s authors claim that there is a great opportunity for brands which can get their targeting right.
YouGov head of media consulting Adele Gritten said: “On the face of it, it looks very bleak indeed for mobile advertising with high consumer awareness, but equally high resentment, apathy and inaction. But the research shows that mobile ads really can provide brands with an effective vehicle to engage directly with audiences and drive actions.”
Apple iPhone users and O2 and 3 customers are most likely to have seen ads – 46% of Apple users, 42% of O2 customers and 40% of 3 customers have received ad messages of some sort. For smartphone users in particular, basic banners remain the most recognised formats – 87% see them while browsing the mobile Internet, and 80% while using apps.
Embedding ads into applications is the most effective way to get messages to smartphone users – with 33% of respondents recognising placements every time they use an app, and 19% recalling ads on apps they use daily.
When it comes to unsolicited text messaging, 64% of Orange, 57% of O2, and 56% of T-Mobile and the same proportion of Vodafone users have all received texts from advertisers in the last three months, however over half delete them.
Active responses by smartphone users to ads remain very low. Few respondents click on a link in an ad – 6% from a text, 6% from an email, 4% from the mobile Internet, 3% from an app, and 2% via an instant message.
Even fewer users have bought a product or service as a result of advertising – 3% from a trusted text and 1% from advertising on an app. However some 27% of respondents agree that they would welcome more advertising if it offered money off deals or special offers. 21% agree that they do not mind ads as long as they are relevant to them.
Gritten added: “Marketers need to harness the higher level of personal engagement that mobile users have with their handsets to provide them with something truly unique, relevant and interesting. In particular money off deals and special offers will appeal to consumers. Ad treatments must be more relevant and personal, and advertisers have to stop hoping that spam volume alone will drive response rates.”
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