Exactly how successful mobile advertising is has been a bone of contention for a while now, and it’s often not only the metrics that are in doubt but the interpretation of those metrics. To whit: “A new Nielsen study finds that only 10 person of the most likely candidates for mobile advertising — those using mobile devices for more than just talk, such as accessing the internet, sending text messages, playing video games or buying ringtones — responded to ads on their mobile phones. Eleven percent viewed the ads and did not respond, and a whopping 79 percent did not even view the ad” reports Advertising Age. I have two issues with this: First, most advertisers would consider a 10 percent response rate to be pretty good. Second, the fact that four out of five people not viewing the ad suggests that this doesn’t cover all forms of mobile advertising — how do you not view a banner ad, for example?
Anyway, the report goes onto suggest that relevancy is the king of advertising, noting that of the mobile-data users who did not respond to ads 53 percent said they ignored them because they were not interested in the product being advertised.