Digital advertising can come in many formats, such as search ads, content ads, personalized social media ads, video ads that play before a user can access content, etc. Then, there’s mobile advertising.
One of the main issues of digital advertising is how well it’s received by the users. The questions are: do the users targeted by the ads welcome them, or oppose them. And more importantly, do they actually pay attention to the ads, or just do their best to ignore or skip over them. The last part is of great importance, as it’s not sufficient to just display an ad to a user, but a marketer also needs to create some engagement. This is one of the main reasons why pop up ads are in decline now, even though they were very popular about a decade ago. They had the effect of annoying users, who simply closed them without even looking. To take things even further, “popup blocker” tools and browser add ons have gained so much popularity that they’re now a regular feature in web browsers.
When it comes to mobile advertising, do users like the ads that they receive and do they pay attention to them? According to information from a study done by the Interactive Advertising Bureau in May of 2012, the majority of survey respondents (70 percent), saw mobile ads in a favorable light, viewing them as an invitation to learn more about a certain product, rather than an unwanted intrusion.
The survey also asked smart phone users what they used their phone for when they were shopping. 28% of respondents stated they used it to find out more about a product or service, 18% used a phone to look up store locations and 12% used a web enabled phone to compare the prices of certain items.
Even though their numbers are growing, there are still few mobile phone users who reported making purchases of non digital items on their mobile phone (5% of respondents).
What this shows is that, for now, users consider their smart phone to be a platform with which they look up information, rather than to make purchases on. They still prefer to buy most items from a retail location, or from a regular PC.
This means that marketers need to ensure that their brands and products are visible to mobile phone users. This can be accomplished by building a mobile friendly version of their website, by using advertising channels that target smart phone users, and if they have a physical retail location, by ensuring that their business can easily be found by someone who is out of their house and looking for either a specific business, or a product / service that they would need but don’t really know where they can find it.