Mobile advertising is expected to account for 30.5% of global advertising spending and a total of $ 187 billion by 2021. This is more than double the amount spent on PCs and just under $ 192 billion TV spending.
However, marketers are struggling to take advantage of the tremendous opportunities offered by mobile advertising.
Consumers differ in interests and activities; and while the ability to send messages on the go is a great opportunity for marketers, it can be a useless exercise if mobile ads don’t fit the right mindset.
Marketers need to understand how consumers are receptive to certain types of messages at different times of the day.
Historically, advertisers have tried to interpret responsiveness as a retrospective exercise: show ads, see how they work. Today, most insiders will use the data to predict admissibility before posting ads. But there is another way: ask the consumer directly. Here’s what we did at Technologies with our recent mobile ad responsiveness survey.
We conducted an online survey of 1,000 respondents with an age analysis comparable to that of the United States population. Our goal was to understand whether consumers themselves recognize the fluctuation in the response to the ad we measured in advertising campaigns and, if so, how they assess their responsiveness at the moment.
How dependent are we?
We started the survey by asking about cell phone usage. Unsurprisingly, consumers spend a lot of time on their cell phones – almost half (44.8%) of respondents spend five hours or more on the device.
What is important for marketers to note is that respondents reported that much of their time is spent on multitasking and is also inconsistent with their physical and mental state. While there are many options for interacting with consumers on mobile devices, it is difficult to get attention.
Is mobile advertising a possibility?
It is easy to observe the behavior of mobile consumers and conclude that they are derived from mobile ads. In fact, there is no shortage of competitors who expect you to do just that. But the reality is that you’re ignoring the myriad of campaigns on the device that generate significant engagement, traffic, branding, and so on.
To help you discover the impact here, we ask, “What factors most influence your focus on advertising?” Most respondents agreed that the two most important aspects of advertising effectiveness are consumer awareness of the brand (54%) and the creative version of the ad (52%). Correct timing and coupon withdrawal (both 41%) were the next two most important factors. As people move, each becomes less effective, but both are still the four most important.
The “responsiveness” are the main factors that pay attention to mobile ads. Unlike television or linear radio, the mobile experience is not intended to create space for marketing messages; instead, marketers must win. And the reality, which can be especially frightening for those who don’t adapt to modern consumer behavior, is that there are times when your audience doesn’t want yours, no matter how relevant creativity or how engaging the audience is coupon advertising.
Fortunately, there are also times when the public is receptive. We asked respondents to determine their receptivity at specific times. While there are many, many attractive moments in a day – according to Forrester Research – from 150 to 200, we serve those that are most common in consumer behavior.
There were clear patterns in the results.
More than half of respondents (59%) cite “watching TV at home” as the time when they are most receptive to advertising. This discovery is a valid reason for second-screen campaigns; it also demonstrates the role of television in preparing viewers for commercials. Even in a wireless and ad-free world, TV has a positive impact on ad responsiveness.
With 51%, “to sleep before bed” came in second overall and had the best receptivity to video ads. Generation Z was far more likely to be receptive to bed, especially than Boomers, a pattern reflected by “receptivity to meals”.
These results indicate a broader shift in locations where the use of the device and brand messages is acceptable.
Other generation changes have realized what is remarkable. Generation Y and Generation X, for example, reported greater ad response when shopping and shopping at a store. This is another indicator of a change in media consumption and a stimulus for brands to integrate appropriate resources, such as monitoring stores and points of sale, into campaigns.
Meet consumer expectations
Today’s most experienced and confident audience has high expectations: they often know that “Big Data” is part of the ad comparison and understand that signals such as location and session length are available to inform the approach. So, when the ads are offline, it is as disconcerting as it is frustrating: they ask themselves “shouldn’t the brands have it now?”
Fortunately, there is a way forward that meets consumer expectations and the urgent need for advertising ROI.
The first and most important step is to monitor consumer habits, something that more companies are recognizing. This can be seen in recent acquisitions, such as the acquisition of Epsilon by Publicis and the acquisition of Dynamic Yield by McDonald’s.
These companies, and certainly others to come, realize that it is not enough to know who their customers are; you also need a behavior window.
The second step is to understand, within these evolving habits, what are the expectations of the consumer about advertising. There are many nuances here. As the data shows, receptivity varies from moment to moment and between generations. But once the receptivity code has been deciphered, it will be much easier for advertisers to give people what they want, when they need it.
And then it will be easy to understand when to send a message.