Figuring out what works and what doesn’t in mobile can often be a challenge. Consumers are picky about what they want to see on their phones, and misguided campaigns can push them away instead of winning them over. Adweek published a white paper on the subject and its findings?
1. Customers don’t like to be prevented from seeing the content they’re choosing to read, watch or visit
For that reason, the message to marketers is simple: Avoid ads for the sake of disruption only. Though seven in 10 users immediately see interstitials, as an example, their reactions aren’t always positive. In their eyes, ads like this are “disruptive, annoying, intrusive and not well-placed.”
2. Watch out for formats that are likely to be ignored
Adhesion ads that stick to the bottom of the screen are the most common format, but are easy for users to mentally block out. Better to use newer, less disruptive forms of advertising. In-stream, for example, breaks up editorial content with small blocks of images. Users acknowledge and engage with the ads at the same rate as interstitial ads, but prefer them and will even give them a second, third and fourth viewing.
3. Beware disruption, intrusion and annoyance
Advertisers are figuring out the balance between drawing the eye of a mobile consumer and not being so obvious it distracts. For example, the sidekick ad, a new visual format, sits non-intrusively on the side of the screen and remains there as the user scrolls. One in five users keep looking at sidekicks 60 seconds after they’re first spotted.
The key message for the future of mobile advertising is simple: Companies need to be smarter at walking that tightrope between ads that make an impression, but don’t leave a sour taste in the mouth.