We’ve all been there: surfing the web on a smartphone, reading the news of the day, when a disruptive ad brings the page to a screeching halt, interrupting the article and frustrating readers to no end. These obstructive mobile ads are not only ineffective, but can create a negative image for the brands behind them. A new study conducted by Forrester Consulting for creative management platform Celtra found that mobile ads, if executed poorly, can hurt the company behind them and leave a bad taste in the mouth of potential clients and customers.
The study, titled “The Mobile Ad Experience Matters to Your Media ROI,” examines the relationship between mobile ads and their effect on the customers that engage with them. The findings, in short, reveal between what companies provide today in terms of mobile advertisement, and what customers expect when looking for a positive experience.
First and foremost, the study notes that mobile ads aren’t going anywhere: ad spend is expected to increase 24.5% year over year through 2020, further demonstrating the still growing reach of the mobile space. With this in mind, it’s no wonder that companies are continuing to take steps into mobile advertising.
"Smart advertisers have a significant market opportunity to drive high levels of customer engagement and sustained competitive advantage by leveraging strong creative in their mobile ad campaigns," said Mihael Mikek, Founder and CEO of Celtra. "Many brands have yet to realize the full potential of mobile advertising and will benefit greatly by refocusing their efforts on quality and the user experience. This will ensure that mobile ads are more relevant, less disruptive and, ultimately, more engaging to consumers."
According to the survey of 1,000 consumers, 73 percent of mobile ads create a negative user experience, hurting brand perception and creating counterproductive engagement. Most brands are aware of the onus to find a solution to mobile ads, with over 66 percent of brands believe that less than half of their mobile ads are successful.
In spite of the shortcomings of a large number of mobile ads, the channel remains fertile grounds for marketers able to provide prospective customers with aesthetically pleasing, non-obstructive, and effective advertising.
Conversely, if the quality of these ads continues to diminish, the channel will become salted earth, inaccessible to even new brands thanks to the inevitable proliferation of ad blockers and other tactics to remove the hassle of these mobile ads. The mobile platform continues to explode in popularity, and it’s up to marketers to shift the way they view advertising investments in the channel before customers reach this breaking point.