Advertiser Perceptions' recent Mobile Advertising Report surveyed over 300 advertisers last year.
With Apple removing identity trackers and Google updating its Android privacy policy, more advertisers are re-adopting contextual targeting. 38% of advertisers are shifting spending to contextually relevant media, followed by 31% looking to digital media and Android apps.
In addition, rather than targeting consumers that expect the "lean-forward" approach from the early iterations of digital media, mobile advertisers prefer to target nonchalant consumers. However, this trend does not extend to gaming, where advertisers prioritise causal content platforms with large classifiable audiences, notes Advertiser Perceptions Vice President-Business Intelligence Nicole Perrin.
Perrin also states that casual content platforms are best associated with reach and effective targeting and are associated with "old-school" contextual TV targeting. Advertisers are advised to use long-term strategies like aligning contextually appropriate media and content.
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