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Apparently not all application users are really interested with the ads served on smartphones. Even half of the confessed application users visited an online ad for accidentally clicking.
SAN FRANCISCO - It turns out that not all application users are really interested with the ads served on smartphones. Even half of the confessed application users visited an online ad for accidentally clicking.
In a survey conducted by Harris Interactive, at the request of Pontiflex, approximately 71 percent of mobile users admitted that they preferred a static ad, which does not make them have to exit the application. So far, the advertiser always prided number of ad clicks. Whereas application users often feel annoyed by the ads that make them have to get out of the applications used.
"Indirectly, this survey reinforces the need for advertising on mobile phones not to use the ad format click. Click System turned out to be an ineffective way to become a successful advertising campaign you liked it or not. The survey found that," said co-founder and CEO Pontiflex, Zephrin Lasker, as quoted by Cellular News, on Monday (1/31/2011).
Further according to the survey, 95 percent of mobile application users prefer to use the application free. Only approximately 41 percent of respondents who claimed to want to pay an application.
With the high incidence of accidental clicks, advertisers can not continue to use the traditional model of online advertising measurements, through the banner and click on ads, as a way to distribute and measure the success of mobile ads. In addition, surveys indicate that advertisers should place the model in-app advertising to engage consumers in a consistent manner and as desired.
Still according to the report Pontiflex, 61 percent of users of mobile applications from 18 to 34 years admitted more frequently to click ads accidentally. In addition, two thirds of users prefer the ad application that consists of gift cards, discounts or the newsletter as an ad format in the application.
By sari, okezone.com, Updated: 1/30/2011 6:38 AM
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