Marketers must ensure that mobile ads are both relevant and non-intrusive.
Ogury surveyed 140,000 mobile users in the US and found that 79% of those polled consider targeted mobile ads as “annoying”. The report indicated that this may be due to increasing consumer sensitivity towards “perceived privacy intrusions”.
About 55% of the respondents feel that an intrusive or irrelevant ad is a poor reflection on the mobile websites or apps that carry them. If given a choice, 82% of users globally would prefer receiving advertiser messages through emails or mobile ads. Push notifications and texts are least preferred.
To be able to engage these users better, a message must be both relevant and non-intrusive. Thomas Pasquet, co-founder and co-CEO at Ogury said, “If users feel any form of intrusion, they will be annoyed regardless of the relevancy of the message”.
[1 minute read]