Ads can be annoying, especially on mobile. But, according to research IAB UK the main source of annoyance for consumers using mobile is not the ads themselves, but the fact that a lot of them aren’t optimised for the format.
12,000 UK adults were asked about their feelings towards mobile advertising, and the vast majority of them are in favour of ads in order to keep online content free. 84% prefer ads to paying for an ad-free experience.
“A sustainable future is about making the experience work for everyone in the digital ecosystem, most importantly, people,” said Tim Elkington, Chief Digital Officer at IAB UK.
“Context is not a new concept, but we are still seeing a lot of ads not fit for purpose, and this report shows there are big benefits for brands that optimise for smartphones.”
The biggest factor that is likely to squander consumer goodwill towards ads is anything that makes whatever they are trying to do more difficult to do. Clunky, screen-filling ads that have people furiously jabbing at their screens are not likely to end in a conversion, unless by accident.
“When it comes to mobile, brands often use TV ads or desktop creative for a mobile environment and expect it to work. This is not the right approach and never will be,” said Ben Phillips, Global Head of Mobile, at MediaCom.