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Advertisements that appear automatically are annoying to mobile phone users



Advertisements that appear automatically are annoying to mobile phone users


For smartphone and tablet users, advertising is one of the areas they have the least control over. The consequence of this makes the question of interaction with mobile ads clear: Almost one in two (48 percent) of the mobile users surveyed for a study accidentally activate most of the advertising on their smartphones or tablets.

Vibrant Media surveyed almost 1,000 German Internet users for its study. When asked which application on the mobile device they had the least control over, 37 percent said social media, followed by advertising (32 percent), surfing the Internet (16 percent), instant messaging (5 percent), and email (4 percent), calls (4 percent) and text messages (2 percent).

Users want to activate ads themselves

The study thus shows a large discrepancy between the predominant digital marketing methods and the preferences of consumers: Campaigns on mobile devices usually appear automatically, i.e. without the initiation and consent of the user, which 79 percent of Germans find annoying. Two thirds (66 percent) of users prefer advertising that they can activate themselves.

“Consumers want to keep control of the digital content on their mobile devices,” explains Jochen Urban, Managing Director of Vibrant Media GmbH. However, many mobile ad formats appeared automatically, which 32 percent of Germans perceive as “annoying” and 47 percent as “very annoying”, Urban specifies the results. He adds, “Ads that are inappropriately placed can do more harm than good to a brand.”

Offer positive brand experiences

In order to build a stable relationship with consumers, Urban urgently advises advertisers to create the conditions for positive brand experiences. For this purpose, advertising formats should be used that respect the consumer desire for control over digital content. The easiest way to achieve this is through user-initiated ads, Urban continues, where users can choose for themselves which ads they interact with and when.

(Vibrant Media / asc)