Mobile apps have become an integral part of everyone’s daily activities, with 92% of smartphone owners using the app. New research from Ipsos shows that, when done right, mobile advertising is more successful and achieves the intended purpose.
Ipsos research on mobile advertising
In late 2017, Ipsos, Google, and a handful of advertisers teamed up to research and analyze the reach and impact of mobile apps and the ads in those apps. They discovered two things that marketers might be quite surprised by:
Firstly. Ipsos research has found that phone use is one of the most time-consuming behaviors. Therefore, they can use applications on mobile platforms throughout the day. And this proves that businesses can “attack” customers at many different times.
Second, research also discovers that the potential of mobile applications is an extremely effective mobile advertising . Ipsos realizes that ads displayed on mobile platforms create higher memory capacity on PC / Laptop devices. This is considered to create a positive brand association, provide a better mobile advertising experience, thereby helping to drive action.
The surprising studies of advertising on mobile platforms
Ads on apps that promote memory
According to research by Ipsos, they surveyed whether customers can remember an ad they viewed on an app. And the survey results are very positive because the percentages are quite close together. They can remember that an ad viewed on a PC is up to 74%, followed by a mobile app with 71% and 70% on a mobile website.
However, people tend to remember mobile app and website ads for longer and more detailed. Nearly half of respondents (47%) shared that they could remember a lot or some of the ads they saw on mobile apps. Ads on PC devices account for the lowest rate with 36%.
On average, each person spends 3.3 seconds watching the ad. However, does not mean that viewers can watch 100% of the mobile advertising content, they can interrupt that TVC at any time. Advertising on mobile platforms also helps brands make a longer mark on the minds of customers. Out of 11 brands questioned, an average of 6 out of 10 (59%) of respondents remember “a lot” or “some” advertising close to the brand. On the contrary, only 2 out of 10 (21%) do not remember and remember little about the advertisement they consider to be close to them. From here, you can see that advertising on mobile platforms has a lot to do with customers.
Customers prefer to advertise on mobile phones over other platforms
According to the survey, they also research their customers on their exposure to TVCs via mobile apps and on PC. As a result, customers responded that people who are exposed to ads via apps or mobile devices are more likely to be more sympathetic to the brand. Ads on websites from mobile platforms made users like the most with 56%, followed by apps with 55%, and finally on PC / laptop devices accounted for 44%.
In the survey results of Ipsos, the ads have greatly boosted the emotions of customers when viewed. People responded that the majority of mobile ads make them more useful and interesting, such as:
- There is more information than that of other platforms
- There is more fresh content available
- Enjoying viewing on the phone
- Make them feel good about the brand image
In addition, creating close connections with customers is very important for businesses because they change the customer’s considerations. Out of the 11 brands surveyed on all platforms, the closer a user feels to the brand, the more likely they are to consider taking additional actions such as buying or booking, downloading … high. 64% of respondents feel very intimate, being close to the brand will make them consider using that brand in the future.
According to the survey, people feel closer to brands when they see in-app or web ads on mobile devices than when they see ads on PC. They remember ad details more clearly, feel closer, so they drive more aggressive user action than PC ads.
Mobile advertising drives purchasing power
The study also asked customers whether they would take other actions when viewing ads on mobile devices, PCs, and the web? The results show that 50% of people who view ads on apps are likely to engage with brands in the future, much higher than 39% of people who see ads on PC devices.
In addition, the survey also showed that customers who viewed ads on mobile website platforms were most likely to introduce brands to others, accounting for (49%), and then to mobile applications ( 47%) and on PC accounts for the lowest rate – 37%.
Advertising on apps for websites and mobile apps accounts for a higher percentage than on PC, 39%, 40% and 23%, respectively, about agreeing with the point that mobile advertising makes you want to buy. product / service use.
In-app advertising has been successful in driving action. People are more likely to engage with a brand, buy a product or service, follow a call to action, or recommend a brand to their family or friends after viewing in-app ads, compared to those watched it on PC.
You can see more How Can Increase The Effectiveness Of Mobile Advertising Campaigns?
Mobile advertising provides a better experience
According to Ipsos also studies customer experience when viewing ads on mobile platforms. The survey also asked customers if they liked the look or not? Is it intuitive and feels attractive to them or not. Surveys have shown that customers are more receptive to the meaning and content of ads than on mobile devices. 50% of respondents think mobile advertising on dynamic devices is attractive and intuitive, while only 44% of PC users find it.
“I don’t mind seeing more ads like this” – Only 29% of users on PC agree. People viewing app-based ads are more likely to think they are more visually appealing than people who view PC ads. They tend to think that mobile advertising doesn’t interfere with content. In general, they are more receptive to similar advertisements in the future.
Mobile advertising is the future of the advertising industry. It is the quickest way to reach the Gen Z audience to sell your brand or product. With news of 5G being introduced to the markets soon, the internet speed will go zooming. Video ads, gamification and reality ads will get easier to deliver.
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