January 11, 2012
How often do you find yourself bored and waiting for public transportation to drop you off at your destination, or for the nurse to call your name next at the doctor’s office? More often than you’d like. That’s when you whip out your smartphone and start to play with your apps – from gaming to YouTube to checking your email to posting a status update about your boredom. Mobile users have definitely fallen in love with a multitude of apps, particularly those that are offered for free, but are still getting a feel for in-app ads–according to new research released from the Direct Marketing Association & sponsored by yours truly (Velti!).
The research confirms that in-app advertising and offers greatly require innovation with regards to consumer experience in markets around the world. However, despite only 10% and 11% of UK and US mobile consumers (respectively) being receptive to offers in their apps, the data has no impact on click-through rates. CTRs are still strong, proving that in-app advertising continues to deliver results for marketers. So how can marketers bump up mobile engagement?
To better catch the attention of mobile consumers, Velti CMO, Krishna Subramanian, advises: “Brands should actively seek to understand consumer preferences for receiving mobile offers and develop creative campaigns that actively engage the user in content.” The wonders of the mobile channel allow messages to be delivered and redeemed almost immediately, so it’s key for marketers to communicate an engaging experience for consumers through clear incentives.
He also brings up a crucial point in the resistance of promotional marketing: “…many believe the inbound promotional offers they receive are charged to their airtime account. This misconception affects as many as a quarter of consumers in the US and France, one in five in Germany and one in seven in the UK.” Advertisers and networks need to clearly relay that these mobile promos are not given at a cost to the user, and purely beneficial to the consumer.
Some other notable data points include:
· Only 5% of US and UK consumers say they want to receive no mobile promotions at all.
· 75% of mobile consumers in UK, US, France and Germany report sharing mobile offers with family and friends from their device.
Advertising is all about content and context and it is up to marketers, agencies and networks to leverage rich media and create innovative formats that integrate into the best app experience. To read more tips from Krishna, check out Marketing Week Magazine‘s coverage!