Stephen Jenkins
Stephen Jenkins 22 October 2015
Categories Content, Mobile

What's My Worth? Ad Attitudes Explained

The first section of this three part report focuses on what consumers think of mobile advertising.

At the start of the summer, we launched our first ever “What’s My Worth?

” report, an in-depth piece of research polling more than 4,000 consumers across four markets – France, Germany, the UK and US.



To understand the value exchange that audiences have with advertisers on mobile, the research began by asking how much advertising is acceptable and what experiences are most engaging. Taking that theme further, we then quizzed consumers on what they believed their time and attention is worth to advertisers.


Although the resulting report is a long read, I thoroughly recommend it. Additionally, over the next three weeks, I’m going to explore its findings in more detail for you, right here.


This week, we’ll start with the first section of the report, titled Ad Attitudes and focusing on what consumers think of mobile advertising.



One of the initial areas we wanted to understand was how “fair” consumers found it to receive ads on mobile devices in exchange for keeping content free.

In our global survey, almost two-thirds (63%) of those we spoke to said they found it to be fair, while only 3% said they pay for apps in order not to have ads.



What these initial results demonstrate is how consumers are in many ways one step ahead of the advertising community when it comes to understanding the value exchange for receiving free apps and content. The majority expect and understand why they receive ads on their devices. The prevalence of the “freemium” model in the app economy, in which apps often have “light” free versions and more sophisticated ad-supported version, has made consumers comfortable with the ads-for-value exchange.



In tandem with this idea of fairness, we also wanted to ascertain how frequently consumers engage with mobile ads.


In total, one in four (25%) consumers said that they had clicked on a mobile advert at least once within the last month to find out more about a product or service. A further one in five (20%) said they’d engaged with a mobile ad once within the last three months.


As discussed in the report, this high rate of engagement can in part be attributed to the fact that the question does not go into specifics of volume of ads clicked. However, what these numbers do underline is that a high proportion of consumers are receptive to engaging with mobile ads.



So while the majority of smartphone and tablet owners feel it is fair to receive ads on their mobile devices, and many are regularly engaging with them, what would make a consumer even more likely to interact with mobile ads?


Nearly half (48%) of all consumers would be more likely to click on a mobile ad if it was targeted to their interests. As you can imagine, this number increases significantly for millennials, with 77% of 16-24 year olds and 72% of 25-34 year olds saying they believe it fair.



In addition to audience targeting to increase relevancy of ads for consumers, the Global Survey results showed that overall two in five (38%) are more likely to click on an ad on their mobile device after seeing the same product/brand advertised somewhere else previously.


Other Highlights On Ad Attitudes




The lessons garnered from this first section of the “What’s My Worth?” report are simple. 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. Significant numbers are engaging frequently with ads and are interested in receiving more ads that are targeted to their interests or integrated with campaigns across other channels. This means that brands which still approach mobile as a silo risk missing out.


In my next two blog posts, I’ll review  the additional two sections of this report – Ad Appeal and Ad Value – where we will explore what attracts, interests, and stimulates consumers to engage with mobile ads, and what they believe their value is to advertisers that target them on mobile devices.

If you have any questions on the findings of “What’s My Worth?”, ask us on Twitter using the hashtag #MMworth.


Original Article


Read More About Mobile Marketing 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
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
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more
3 reasons why pdf files shouldn't drive your content strategy

3 reasons why pdf files shouldn't drive your content strategy

Technical communication is everything related to the creation and distribution of your company’s product support information. But while product documentation is created to help users - partners, suppliers, installers and customers - it’s not always user friendly! In fact, creating immersive and personalized experiences to all potential end users is one of today’s biggest challenges faced by marketers.

Inês Pimentel
Inês Pimentel 17 August 2017
Read more