Summary: New report shows that just over a fifth of smartphone owners could remember seeing an advert on their mobile device
The majority of smartphone owners rarely remember any ads they see displayed on their mobile browser, a new report has revealed.
In a bid to determine how effective mobile adverts are, ad solution company Azullo asked a total of 1,014 UK smartphone owners if they could remember any advertisement that they had seen on their device in the last six months.
However, in damning news for mobile marketers, Azullo found that just over a fifth (21 per cent) of respondents could remember seeing an advert on their mobile device.
Of the group who did remember seeing an advert, more than half (53 per cent) revealed that they could not recall the names of the products, brands or services being promoted in them. Moreover, even those who could remember the content of a mobile advert were unlikely to act on it, with the survey showing that just14 per cent would be more likely to buy the promoted product or service.
Nearly a fifth (17 per cent) of smartphone owners put their failure to remember a mobile ad simply down to having a bad memory but a larger proportion blamed a lack of originality and visibility in ads.
Over a third of respondents (34 per cent) said that the vast majority of adverts were not memorable, while 39 per cent said that the ads were of a poor quality and they therefore could not make out what they were supposed to advertise. This suggests that advertisers are not doing enough to ensure that they are tailoring their ads specifically for a mobile audience, let alone specific mobile devices, as many complained of seeing distorted ads.
More than eight in ten (81 per cent) complained that marketers were simply not doing enough to engage mobile phone owners.
Guy Cookson, co-founder of Respond, Azullo’s mobile ad solution, claimed that this is a deep lying problem that affects many firms throughout the mobile marketing industry.
“Most mobile ad formats are adapted from desktop. Banners ads are squeezed to fit far smaller spaces, with resulting compromises in clarity,” he said.
“Graphical ads are also often slow to load over mobile networks. This is no way to engage an audience, to invite discovery, to inform and delight.”
Although many firms are failing to create memorable ads, those advertising on Apple devices can at least take solace in the fact that the number of people using the i0S 6 operating system has soared since its release last week.
Mobile ad provider Chartboost has revealed that, after just 24 hours of the release of Apple’s latest operating system, more than 15 per cent of traffic on its network could be attributed to iOS users using iOS 6.
This figure has continued to grow by around five per cent each day, which means that adoption of the new system had nearly doubled within just three days of its release.
iPhone users were the quickest to upgrade to iOS 6, closely followed by owners of Apple’s tablet computer, the iPad.