Mental state has strongest influence on ad receptivity

Anne Freier

In Mobile Advertising. August 9, 2019

Consumer mental state is the prime factor determining ad receptivity according to a survey among 1,500 US adults by Aki, the marketing science firm.

The latest Mobile ​Ad Context Report 2019 finds that mental state even outranked environmental context.

Participants were presented with verticals for ads aligning with an app’s content, ads aligning with user physical environment, and ads aligned with consumer mental states.

Aki found that generally consumers consider the quality of paid apps similar to that of free apps (63%). Similarly, ads running in both free and paid apps are considered to have the same impact (61%) and are relevant (63%).

Seventy-two percent of consumers said they noticed ads more when these matched their interests (72%), mood (33%) and activity (32%).

Similarly, consumers are more likely to tap on an ad if it matches their interests (66%).

“This study shows that consumer receptivity to mobile advertising varies greatly depending on where they are and what they are doing,” said Scott Swanson, CEO of Aki Technologies. “Identifying and understanding the variables that shape the mobile ad experience and impact are key to unlocking the power of mobile messaging. Brands can use this insight to optimize the consumer’s ad experience which, in turn, translates to more value from mobile advertising.”

For luxury auto categories, mental context had the greatest influence, followed by environmental context.

For alcohol categories, mental ranked first followed by app.

Meanwhile, environment ranked highest for OTC healthcare.

The study clearly demonstrates that mental context has the greatest influence on ad receptivity. However, it is difficult to measure mental context making it harder for app advertisers to materialise the findings presented.