Millward Brown: Mobile advertising is not liked, but it seems to be effective

Smartphone or tablet users may like their devices very much, but they don't like the ads on them. According to the download page of the 2012 Advertising Feedback Report released by Millward Brown in November 2012, smartphone and tablet users from 18 countries were asked about their views on 21 different forms of advertising. Users who like watching TV ads or listening to radio ads ranked first, accounting for 51% each, followed by magazine ads at 50%, outdoor ads at 47%, newspaper ads at 47%, and mobile phone ad enthusiasts ranked nineteenth.

Consumers responded most positively to optional email ads in digital advertising, accounting for 45%, which is still in a favorable position. The second is social media ads, accounting for 43%, and then online search ads, accounting for 39%. Mobile ads are almost at the bottom of the list, accounting for 23%, and are mostly tied to online music players, second only to game inserted ads at 25%, and slightly ahead of mandatory email ads at 18%.

These data do not mean that mobile advertising is not important. Mobile advertising can help optimize websites to increase traffic, improve consumer involvement, and allow consumers to take some follow-up actions. One-third of users will visit the brand website after seeing mobile advertising, and 31% of users will search for the brand online. About one-fifth of users will click to enter the web page or participate in the advertisement, and one-fifth of users will go to the physical store to look for the brand.

Data from Dynamic Logic also shows that mobile advertising has a greater impact on various brand metrics than online advertising, helping to increase brand awareness, message engagement, brand preference and purchase intent.

Mobile sites must be fast, clear, and easy to reach

We speculate that mobile advertising led consumers to the brand's mobile website in the first place, although the survey results showed that other channels such as referrals, online advertising, print advertising, and television advertising led consumers to the mobile website.

Regardless of the method used to access mobile websites, as long as they are already entering the website, users' expectations for these websites are still very high. They have three criteria for defining a good website, all related to its speed and displayed content: the website must be fast enough to enter (64%), the content must be clearly visible on the phone (53%), and it must be easy to search on the phone (47%).

A keynote system study in August 2012 showed that the most critical consideration for mobile Internet access is speed. Mobile users do not have the patience to wait for a long time. If it takes a long time to enter a mobile website, 16% of people said they would close the page and give up logging in, and 6% of users would go to the website of a competing brand.

Millward Brown asked, what makes mobile websites more advantageous than desktop websites? 32% of respondents believe that a brand's mobile website is more convenient than a desktop website, 25% believe that it provides other special services, 24% believe that it looks more beautiful, 16% believe that it is more fun to use, and 23% believe that mobile websites must have location-based services.

About the data: This study used a combination of qualitative and quantitative research methods, including 18 countries and a total of 6,000 respondents.

199it compilation and analysis: wiky Huang Wenjie