Article

Stephen Jenkins
Stephen Jenkins 25 June 2015

One Minute Of A Consumer's Time On Mobile Will Cost You Nearly £7

A new international research study shows what consumers believe they are worth to mobile advertisers.

A new international research study, conducted by Opinium Research and commissioned by Millennial Media, “What’s My Worth? 2015,” polled over 4,000 consumers across France, Germany, UK and US.



It explored the value exchange consumers have with advertisers in return for letting them into their most personal environment, their mobile devices. The results have been some of the most interesting I’ve seen from a consumer study on mobile advertising.

With the support of Opinium Research (which conducted the survey) and industry psychologist Dr. Simon Hampton (who has had input at every stage of the research) we’ve delivered some fantastic new insights for our clients and partners.

 

As it’s a heavyweight piece of research I wanted to share three of the most interesting results from my perspective:


1: The response from consumers was that the mean expected time for advertising on mobile devices was 1.3 minutes in a one hour time frame, demonstrating that mobile ads have to be highly effective in a concise time span if they are to engage consumers and deliver results.

2: Today’s consumers understand and accept the value exchange of ads supporting free apps and content – 79 percent said they understood this paradigm, 72 percent said they expected ads to keep content free and only three percent paid for apps to remove ads.

3: Mobile devices are more than twice as likely (22%) than desktop (10%) to make consumers remember a product or message at a later date.

 


How creativity can drive value: As we make our way into this year’s Cannes Lions Festival on the French Riviera, it’s also a pertinent time to look at how creativity can help to drive engagement with consumers to create value.

What’s My Worth? shows that the majority of consumers get mobile advertising and understand that in order to keep some services free there is a value exchange with brands and content owners. Furthermore, mobile has the power to drive consumers to a specific action, and is outperforming desktop by two to one on areas such as product recall. However, time and relevance are of the utmost importance to consumers, factors that must be worked into advertisers mobile creative.


Before brands launch campaigns, they need to consider the desired engagement as consumers move across screens, media, and moments, and how the creative they build can best leverage context to capture attention and drive toward specific actions. As mobile experiences move beyond the banner, the proper use of tools like rich media and mobile video will be especially key to highly engaging experiences that drive true value for consumers.







You can access the full report Here

Read More On Digital Doughnut
Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more