Mobile ads ignored by most consumers

Published on
by Brafton Editorial
A report from AYTM Market Research found that new media marketing campaigns are more effective at reaching prospects than mobile display ads.

Businesses looking to target their audience with mobile marketing are more likely to succeed with new media marketing strategies than display advertising, according to a recent report from AYTM Market Research.

In a survey of 400 consumers, the company found that 46.8 percent said mobile ads of any kind are “annoying” and 27.3 percent said they are “intrusive.” Moreover, 42.9 percent reported that they’ve never clicked on a mobile ad on purpose. As such, it can be difficult to appeal to the rapidly growing mobile audience.

However, using new media marketing, businesses can appeal to mobile users as they would on desktop or laptops computers. Social media marketing, for example, is one of the most popular categories of smartphone and tablet applications. These campaigns can reach mobile audiences as effectively as many other campaigns.

Similarly, mobile search’s growth means that SEO campaigns are effective in targeting prospects browsing the web from their smartphones and tablets.

Brafton recently reported that mobile search is especially strong for targeting convertible audiences. Mobile SEO campaigns result in a 7 percent click-through rate, compared to 0.6 percent for mobile display ads. 

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