Mobile ads 'irritate' consumers

Link: Mobile TV ads ‘irritate’ consumers | New media | MediaGuardian.co.uk

According to new research, consumers find traditional format advertisements delivered via their mobile handset ‘irritating’, despite the area’s growing importance for the marketing industry.

Advertisements on mobile internet and TV services are “irritating” for consumers, according to new research.Branded content and opt-in Bluetooth downloads are better ways to reach the millions of people worldwide using portable gadgets such as phones, music players and games devices, the study by media agency Universal McCann suggests.

Patrick Parodi, CMO and General Manager of EMEA at Amobee Media Systems, who do mobile ad-funded media systems, got in touch – and had this to say:

“To grow the mobile industry, we need to move away form the current model where mobile content is almost 100% user funded, as this model does not offer any direct value or relevance to the user and impacts on mobile content uptake.

“All other media by and large use the traditional ad model of offering benefit to the user – generally though ad-funding – so there is no reason why mobile should be different.

“We have found that if we offer subscribers the benefit of receiving ad-funded content they are more likely to opt-in, interact with the advertising, and download more mobile content.  In fact, 90 per cent of mobile users opt for ad-funded mobile content when given the option.

“This not only ensures the user has a good experience with the advertising, but also increases mobile content downloads to
effectively grow the entire mobile entertainment value chain.”