To many mobile adverts are still based on poor designs and uninspiring formats. This has led savvy media consumers to adopt mobile ad blockers, with some estimating their usage as high as 22% of the world population.
Now, mobile ad provider, Yieldmo, has taken a closer look at what consumers want from a mobile ad and what it means to deliver an impactful design. The study was conducted by research firm Applause, surveying 400 US smartphone owners’ perceptions on standard mobile ad formats (interstitial/pop-up, pre-roll video, static 300×250 and adhesion banner formats) and the effect of more innovative ones.
66% of consumers preferred testing some of Yieldmo’s mobile-specific ad formats compared to standard ones. It was found that non-Yieldmo, standard mobile formats were more frustrating to view, more disruptive to the user experience and annoying.
Consumers prefer more engaging advertising formats
There’s a reason why more engaging formats are preferred among savvy marketers and brand advertisers. They tend to score higher for brand recall, favourability and other crucial success metrics. 63% of respondents who saw the Yieldmo mobile ad formats were able to recall brands during subsequent testing, compared to 48% for standard ads.
Mobile ad recall
A similar picture emerged for ad favourability with 79% of respondents finding ad brands more favourable when the advertising format was more engaging, compared to 63% on non-engaging formats.
However, brands aren’t the only businesses to benefit from better mobile ads. Indeed, Yieldmo found that publisher perceptions also shot up when ads were more engaging.
Purchase intent was also significantly higher when mobile ad experiences were positive. Indeed, over twice as many respondents (150 compared to 69) said they’d make a purchase after viewing a more engaging advert.
Better ads drive purchase intent
Although the research is bias towards Yieldmo advertising formats, there are some good takeaways for advertisers here.
- Focus on mobile-specific designs and be open to emerging smartphone technologies.
- Think about the individual consumers, rather than the group experience of a mobile advert.
- Test, measure and analyse the ad experience.
- Tap into first and third-party data to reach the right audience.
- Ad tech such as programmatic can help to enhance the user experience.
Mike Yavonditte, Yieldmo co-founder and CEO, explains:
“This study confirms something that we’ve believed for over four years now—that the majority of mobile ads are not only frustrating, disruptive, and boring to consumers, but also not as effective for advertiser brands in terms of brand awareness and favorability as well as purchase intent. Yieldmo, along with Google, the IAB and many leading advertisers and publishers, are developing better mobile experiences that are faster-loading, more interactive and designed specifically for mobile. This research is definitive proof as to why those efforts are so important.”