Only one in five phone users remember mobile ads

September 26th, 2012, 14:11 Posted By: wraggster

Oh dear, the message is not getting through.
The mobile ad business keeps growing, with some of its networks serving 30bn ads a month.
These firms, and the advertisers they work with, are realistic enough to recognise that only a small number of consumers engage with their campaigns.
But still, the results of this survey from Azullo will be pretty alarming.
Azullo, the company behind the advertising solution Respond, polled 1,014 smartphone owners and found that just 21 per cent recalled having seen any kind of mobile ad in the last six months.
And 53 per cent of this group couldn't recall which brands, products or services were being promoted in the ads they had seen.
But there is a silver lining. The reason for their ignorance was not down to dislike of the medium, but actually to the failure of the ads to communicate.
When asked why they couldn't recollect a campaign, 34 per cent said the ads weren't memorable, while 39 per cent the images were ‘too distorted’.
Guy Cookson, co-founder of Respond, said: "Most mobile ad formats are adapted from desktop. Banners ads are squeezed to fit far smaller spaces, with resulting compromises in clarity. Graphical ads are also often slow to load over mobile networks.
"This is no way to engage an audience, to invite discovery, to inform and delight."
Respond solves this by replacing banners with a call to action 'button'.
A click on this loads a full screen ad. It's being used by Trinity Mirror, Future and IPC Media. Advertisers include LoveFilm, Netflix, Microsoft and Sky.

http://www.mobile-ent.biz/news/read/...ile-ads/019473

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