Consumer Intelligence Series

February 2014
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At a glance

The evolving frontier of mobile advertising requires advertisers and marketers to quickly learn how to leverage the medium within the boundaries of consumers’ willingness and attitudes towards receiving mobile ads. Our Consumer Intelligence research reveals that consumer preferences related to mobile advertising are different than other media, and advertisers and marketers would be well served by developing a “mobile first” strategy.

Consumer Intelligence Series

At a glance

The evolving frontier of mobile advertising requires advertisers and marketers to quickly learn how to leverage the medium within the boundaries of consumers’ willingness and attitudes towards receiving mobile ads. Our Consumer Intelligence research reveals that consumer preferences related to mobile advertising are different than other media, and advertisers and marketers would be well served by developing a “mobile first” strategy.

Mobile advertising: What do consumers want

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. With mobile’s unique properties as both a data tracking device and a delivery mechanism, the biggest challenge to leverage the knowledge of how consumers are using mobile to improve monetization from ad delivery. 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:

  1. 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.
  2. 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.
  3. Advertisers need to plan campaigns based on widely varying preferences in different countries. For example, Brazilian and Chinese consumers are more likely than US and UK consumers to click on a mobile ad if it is relevant.
  4. 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.

About the Consumer Intelligence Series

Consumer Intelligence Series, now in its 7th year, is PwC's ongoing consumer focused research through which we gain directional insights on consumer attitudes and behaviors in the rapidly changing media and technology landscape. Our findings reflect the intersection between the online survey to over 1,000 respondents, a series of focus groups, and social media listening.


Past sessions in this series