As the rapid shift away from PCs and toward mobile devices continues, many people worry about the effectiveness of mobile advertisements. This has been a problem since mobile advertising began because of the fact that mobile ads are often quite small, resulting in mistaken clicks and other issues. According to a new study from Nielsen, xAd and Telmetrics, however, there are some types of mobile ads that are truly effective.
The survey found that nearly 50% of all mobile shoppers find that the mobile ads are informative and/or helpful, which is a jump of 113% from 2013. This impressive growth in the usefulness of these mobile ads is credited largely to the fact that marketers are taking more time to develop their advertisements.
Another statistic that the survey found is that of the 40% of people who are clicking on the ads, almost half of them end up taking a secondary action. This action could be searching for some sort of product information, calling a business, or viewing the referring website.
In addition, more than half of the respondents to the survey reported that location is an important factor in whether or not they consider an ad relevant. This is a clear indication that customers are interested in being provided with information and offers that is specifically tailored to their geographic location.
The survey captured a lot of information about the effectiveness of mobile advertising, and how marketers can improve their efforts. You can view the full report HERE. It does require a free registration on the site to view the full report.
