Indifference, more than ambivalence, is now the bigger threat to mobile ad growth.

By / Sally Hooton / In In the News /

A new throws light on mobile advertising: BuzzCity has released its latest quarterly study into the mobile internet, including a spotlight on mobile users’ attitudes to advertising. The report quizzed 5,100 people across 25 countries between

September 11 and October 2, 2014.

Despite a quarterly softening of mobile advertising, the report notes a 24% Y-on-Y growth of mobile advertising compared to 2013.

Attitudes towards advertising

The report also highlighted the outcome of a study on the mobile surfers’ attitudes towards advertising. Unsurprisingly, the study notes the influential role digital media now has on consumers. Among traditional media, TV appears to have retained its position as an influencing media on par with the Internet, mobile and online videos among a quarter of mobile surfers.

Among the findings are the mobile surfers’ mixed feelings towards advertising – just as many have positive (60%) views of advertising as they do negative (59%). But, despite their ambivalence, 77% of mobile surfers claim to use advertising to make purchasing decisions. Nearly 1 in 4 (21%) use advertising for purchasing decisions daily, nearly 1 in 5 use advertising to make purchases weekly and a quarter overall (25%) feel advertising is informative.

KF Lai (pictured), CEO of BuzzCity, said: “The mixed feelings mobile users have towards advertising indicates their high expectations as connected consumers.

“If there is a threat to mobile advertising it will be advertisers’ indifference to the consumers’ wants. Advertisers can no longer afford to work digital channels as independent media but as an integrated digital approach across devices.”

The findings reveal that consumers have high expectations of advertising and feel that they see the same ad too often (35%) and that there are too many ads (34%). 22% feel that the ads they see are not relevant.

The report recommends that advertisers should not stop at just measuring performance but also develop engagement metrics relevant to their service. Advertisers must look beyond banner advertising to other rich media and video formats to deliver their message.

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Author: Sally Hooton

Editor at The GMA | www.the-gma.com

Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!