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September 27, 2012

UK Consumers pay no mind to mobile ads

Research reveals that smartphone owners don’t remember mobile ads they see.

By Tineka Smith

A survey by ad solution company, Azullo carried out a survey of 1,014 smartphone users in the UK asking users if they remembered seeing ads on their mobile in the past 6 months. Only 21% of the respondents said yes.

Over half of respondents surveyed could not recall any brands or products that were promoted in the mobile ads.

Only 14% of respondents that actually remembered seeing an ad on their mobile phone said that it would make them want to buy the product or service.

mobile ads
Photo Credit: Respond

Over 80% of those surveyed said they felt advertisers did not try hard to enough to grab the attention of mobile viewers.

The quality of mobile ads were also said to be a problem with 39% of the survey’s respondents saying the ads were too distorted to actually tell what was being advertised.

"Most mobile ad formats are adapted from desktop," said Guy Cookson, co-founder of Respond. "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."

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Please follow this author on Twitter @Tineka_S or comment below.

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