78% of mobile phone users find unadjusted mobile adverts annoying


Advertisers should aim to optimise their adverts for mobile as non-adjusted mobile ads may be perceived negatively by consumers. That’s the verdict from a new study by the Internet Advertising Bureau UK (IAB UK).
According to a survey among 1,200 UK adults, 78% of people were annoyed if a mobile ad was not tailored to their device. In addition, 37% said that the website or platform was to blame for the lack of adjustment. Another 33% blamed the brand directly.
This shows that lack of mobile ad adjustment not only affects the advertiser, but has negative consequences for brands and platform owners.
However, the good news is that a majority of 84% of respondents said they would prefer the Internet to remain free with ads.
The IAB research also noted that even a quick adjustment to a mobile ad can make a difference. Optimised smartphone ads increased consumer brand consideration by 56%, whilst the desire to find out more about a brand or product increased 50%. Meanwhile, preference was up 44%, trust 33% and perception of premium 21% if an ad was mobile-adjusted.
In addition, video ads that were shorter and optimised to mobile were more likely to be viewed in full whilst also being perceived as creative, engaging and attention-grabbing.

“As digital advertising matures, it’s important the UK is leading the charge in building a sustainable future for our industry,” explained Tim Elkington, chief digital officer at IAB UK. “A sustainable future is about making the experience work for everyone in the digital ecosystem, most importantly, people. Context is not a new concept, but we are still seeing a lot of ads not fit for purpose, and this report shows there are big benefits for brands that optimise for smartphones.”