Given the overall aversion to the prevalence of mobile advertising and the belief that mobile devices are often “ad-free”, marketers must get creative and innovative. Relevance is the baseline, but then there is a consumer list of requirements to enable interaction with the brand in the mobile environment. We also surveyed consumers in the UK, Brazil and China and the findings confirm that multi-territory marketing campaigns are not a one-size-fits-all.
Four key points for advertisers and marketers on mobile advertising:
Advertisers need to develop a “mobile first” strategy and think about mobile advertising (and all mobile channels) separately from having their traditional and online advertising repurposed for mobile. It must deliver perceived value to the consumer and often in an experiential manner.
Context and relevancy is king. Respondents in our study are willing to view an ad if it is relevant, but there is an overall aversion to the prevalence of mobile advertising.
Advertisers need to plan campaigns based on widely varying preferences in different countries.
How can companies benefit? Leverage big data and analytics to drive better advertisements and customer targeting. Aggregate and analyze data for better targeting, results, and customer engagement.
Global: PwC surveyed 3,800 mobile users in the US, UK, Brazil and China