Brands aren’t meeting their mobile advertising objectives, according new research from digital advertising management platform, Celtra. The Mobile Ad Experience Matters to Your Media ROI research, conducted by Forrester Consulting among 1,000 participants, also found that brands prioritizing creative content overall saw an improved customer response rate and achieve higher brand recognition.
According to Forrester predictions, mobile ad spending is likely to increase by 24.5% year-on-year through 2020. The Celtra research highlights that ad spend has to improve in quality otherwise these growth results will be dwarfed by ad blockers over time.
The research noted that whilst advertisers are trying to fulfill certain brand objectives with mobile ads, over two-thirds of surveyed brand markets believe that half of their mobile ads aren’t successful in achieving these goals.
Over half of advertisers aim to increase brand awareness and another 47% want to grow brand engagement.
Top mobile advertising goals
Adverts which are poor in experience can also threaten brand results and harm the user experience, which in return leaves a negative brand image. Indeed, 71% of consumers admitted that at least half of the ads they saw in a day disrupted their mobile experience.
Top Ways In Which Mobile Ads Are Disruptive To Consumers
According to advertisers, mobile ads need to positively impact consumers to increase brand perception a little more (53%) than they should help to increase revenue/sales (44%). However, marketers also estimate that 55% of mobile ad campaigns run over the last year were unsuccessful. That means every $0.55 of every dollar spent is not producing solid value for the organisation.
Advertisers Are Wasting Millions Of Mobile Ad Dollars Due To Poor Mobile Experiences
Indeed, a higher percentage of advertiser worry about ruining a brand’s perception as opposed to wasting media spending.
However, consumers and advertisers have very different ideas of what constitutes a good advertising experience. Consumers prefer a minimal level of disruption, whilst brands believe that relevant ads are the most important factor.
Consumers and Brands clash on positive mobile ad experience factors
So what does drive positive and negative mobile advertising experiences? Smartphone owners in the US said that positive adverts could improve brand name recognition by 60% compared to a negatively experienced ad. Indeed, positive experiences also nurtured higher rates of favourable opinions (51%) as opposed to negative experiences (19%).
Positive Mobile Ad Experiences Are Significantly More Likely to Drive Consumer Action
In remedying the situation, improving ad creative will be key. Mobile is a vital advertising channel and brands are more likely to achieve core brand and ad objectives when offering positive mobile ad experiences.
Mihael Mikek, Founder and CEO of Celtra, concludes:
“Smart advertisers have a significant market opportunity to drive high levels of customer engagement and sustained competitive advantage by leveraging strong creative in their mobile ad campaigns. Many brands have yet to realize the full potential of mobile advertising and will benefit greatly by refocusing their efforts on quality and the user experience. This will ensure that mobile ads are more relevant, less disruptive and, ultimately, more engaging to consumers.”