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.
Read More About Mobile Marketing on Digital Doughnut