Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

There is gold waiting in every mobile click, every call and every engagement. The trick isgetting the gold out and then using it to further your marketing effortsThe Web people are accessing on their mobile and tablet devices is not the same one theyuse on their laptops and PCs, and marketers shouldn‘t treat it as such.According to a new study published by advertising and publishing platform Tapjoy(and conducted on the company‘s behalf by Forrester Consulting), about halfof consumers are ignoring automatically crated in-app advertisements, and even more(70%) find them distracting and interruptive.―Mobile is an incredibly personalized experience, much more so than TV or the desktopbasedWeb,‖ Patrick Seybold, Tapjoy‘s vice president of global communications, tellsMarketing Daily.―We all customize our mobile experience, and it‘s incredibly jarring tobe pulled out of that and served an unexpected advertisement.‖Of those that are being noticed, very few are making a good impression. According to thestudy, only 17% of consumers found current in-app adds interesting, while only 14%found them relevant and 12% found them engaging.If marketers want to engage consumers through in-app advertising, there are severalpoints they need to remember, including the fact that different mobile channels (from QRcodes to apps) are used differently, that mobile can be very effective at reaching nichegroups, and that quick engagements are more effective than long-term interruptiveapproaches.―Instead of just moving a TV spot over to mobile and asking users to watch a long-formcommercial in the middle of using their app, which they might find disruptive to theirmobile experience, try getting them to take a quick and easy action, like subscribing to anemail or like a Facebook page, in exchange for a reward,‖ he says.At the same time, more than one-third of adult smartphone users said they‘d prefer an addrivenavenue for downloading apps, indicating they understand that to make the appsfree, they have to have some sort of advertising. Two-fifths (40%) said the model couldbe better if they were able to pick an ad from several options.When it comes to future in-app advertising, consumers‘ top request is that the ads notinterrupt their usage of the app (selected by 68% of respondents). Furthermore, 59% saidthey want to be offered a reward in exchange for interacting with the ad.―Consumers are telling us that standard banner-based advertising on mobile isn‘t whatthey want, but that ad sponsored in-app rewards, or incentivized ads, are a more logical120