Consumers are more receptive to mobile ads when they view TV at the same time and just before they go to sleep, according to new research by Aki Technologies a mobile advertising platform.
The survey of 1,000 US adults also found that 59% of respondents paid attention to mobile ads whilst watching TV and 51% viewed ads whilst in bed.
However, age makes all the difference with Gen Z being less receptive to ads in front of the TV, but most receptive before bed. Boomers were 6% less receptive in front of TV and 11% less receptive to mobile ads just before sleep.
Furthermore, the study shows that consumers were more attentive to mobile ads when relaxed (74%), looking for an activity (68%) or felt energised (34%).
Brand familiarity was also an important factor in paying increased attention to ads (54%), as well as interesting creative (52%), good timing (41%) and brand coupons (41%).
Although these findings highlight motivations for customers on the go, the study also found that attention to mobile ads may not be as high when people are on the go.