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Mobile ads inspire purchases – but they have to be relevant and creative, study finds

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Mobile ads are starting to have an impact – despite the rise of the ad blockers – with 64% of consumers surveyed by Quantcast claiming to have been influenced to purchase by a mobile ad – a figure that rises to 80% among millennials.

But, highlighting the importance of the tailored aspect of mobile advertising, 43% are more likely to buy from an organisation that sends them relevant advertising on their mobiles. While, despite mobile advertising’s prior reputation for spamming, intrusive ads, 76% of are more accepting of relevant ads on their mobile device.

The report – called Mobile + Me – The Remodelled Brand Opportunity reveals that when consumer expectations are not met, they are disturbed during their “me time”.

The lack of relevancy for consumers negatively impacts their overall perception of a brand. 51% of consumers found mobile advertising to be more intrusive than ads received on their desktop or tablet.

However, when expectations are met, brands are rewarded. The research found 37% of millennials believe people’s awareness to brands is heightened by advertising on mobile devices.

“We know mobile advertising works when delivered in the right context and is relevant – it drives brand engagement. The report reveals the gap between the ads delivered to consumers and their high expectations from brand advertisers,” explains Matt White, UK Managing Director at Quantcast. “Consumer behaviour on mobile has evolved. With 45% of millennials using mobile devices to shop during their time spent relaxing, they have higher expectations of mobile ads and rightly so, demand more relevancy and creativity from brand advertisers.”

The study also reveals that consumers are using mobile devices to research purchases five times a day and that 50% of millennials use their mobile as a research tool. As a result, Millennials make an average of two purchases a week through their mobile and almost half (48%) of them admit that they would be more influenced by more creative advertising.

“The report clearly shows that the brand opportunity on mobile has been remodelled through consumer behaviour and interaction with their mobile devices. Today’s successful marketers are using data to identify consumers in the research phase, presenting them a clear opportunity to deliver relevant mobile advertising. In turn, driving awareness and direct response through a holistic desktop and mobile web ad strategy to influence behaviour,” concludes White.

Download the ‘Mobile + Me – The Remodelled Brand Opportunity’ report here

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