Mobile advertising not hitting the mark?

Mobile advertising not hitting the mark?Here's an interesting bit of information: more than half of UK smartphone owners spoken to in a recent Nielsen survey claim they have never seen a mobile advertisement on their handsets.

It suggests that while the ordinary consumer has embraced the smartphone as their primary connection to the world around them, that world is still in the early stages of figuring out how to make that work for them.

We're so used to the notion these days of companies like Google and Facebook dishing up services for nothing in exchange for the ability to effectively sell on information about their user base (in other words, you and me are the product).

But while online advertising is now finally showing signs of maturing in general, it seems mobile advertising is lagging behind a bit.

Nielsen's Mobile Consumer Report says smartphones now make up 61% of the UK's mobile phone market, but 53% of them (feel free to add the word “lucky” in there as desired) say their eyeballs have never been engaged by the wonders of advertising.

Or haven't been engaged very well, as of course there are bound to be plenty of people who have in fact been exposed to mobile ads, but just haven't noticed.

Those that have come across advertising on their phones don't point to any one delivery method as holding sway: 27% said they've seen ads on the mobile web, 26% said streaming music/radio, 25% online games and 24% apps.

The one form of advertising the survey didn't talk to respondents about was mobile search, but as for more traditional forms of advertising it seems companies simply aren't getting their message across.

Via Econsultancy

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5 comments

Pondlife  Mar. 4, 2013 at 19:53

Should think advertisers would be happy about that as they pretty much must have seen the adverts but not noticed they are being advertised at. Perfect.

JanSt / MOD  Mar. 4, 2013 at 21:59

Good point.
Also: the notion of advertising as something scientifically applicable is a joke ad-guys tell clients with a lack of humour.

Pondlife  Mar. 4, 2013 at 22:29

And those who haven't realised they are being advertised at won't have installed anything to block them

VerneDev  Mar. 5, 2013 at 08:07

Couple thoughts in response to this. Not trying to insult anyone's intelligence, but it is quite possible that a lot of mobile users just don't realize they've been exposed to ads. They are actually less noticeable today (less in your face that is) but still more effective than ever. Why? Improving targeting capabilities of ad networks and their clever new ad formats that blend into the content that surrounds them. Take a good look around at what leading ad networks like Airpush are up to. Perfect illustration of my point - http://blog.airpush.com/why-airpushs-new-sdk-is-huge-for-advertisers-and-developers/

Stelph  Mar. 5, 2013 at 10:30

Couple thoughts in response to this. Not trying to insult anyone's intelligence, but it is quite possible that a lot of mobile users just don't realize they've been exposed to ads. They are actually less noticeable today (less in your face that is) but still more effective than ever. Why? Improving targeting capabilities of ad networks and their clever new ad formats that blend into the content that surrounds them. Take a good look around at what leading ad networks like Airpush are up to. Perfect illustration of my point - http://blog.airpush.com/why-airpushs-new-sdk-is-huge-for-advertisers-and-developers/

I agree, tbh my instant reaction to being aware that I am being advertised at in an app or otherwise is to make a mental note not to buy or use that product as they have been too blatent about it, the rest of the time I am sure I am being exposed to advertising but I am not noticing it which is fine with me as long as I am getting a benefit from being exposed to the advertising (i.e. a free version of the app with a paid version removing the advertising)

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