NEW YORK – For years, Internet marketers have had to deal with the fact that many people do not click on Internet ads, but that’s apparently not the case with mobile device users. More than 60 percent of users click on mobile ads at least one a week, according to a report by the Mojiva Mobile Audience Guide.

The report adds, however, that “When seeing an ad, half of users indicated that they would play a game, download an application, or visit a Web site after seeing an ad – but only 22 percent said they would make a purchase, and only 40 percent would download a coupon.”

“This month’s MAG confirms that mobile marketing performs well when it lines up the services and products that affect people on an everyday basis – what to buy, where to eat, how my team played last night. Mobile is no longer a work-in-progress and we have the insight that shows what is effective in today’s environment of on-the-go users,” said Tony Nethercutt, general manager of Mojiva.

Mojiva is a mobile ad network which reaches more than 100 million users in the US and represents 3,000 mobile publishers and apps.

“In the upfront season, we’re seeing that mobile advertising is part of the conversation for major national brand advertising. Marketers need to keep in mind the customization of messages on mobile devices to better match what people want in their everyday lives.”

Additional findings from Mojiva and InsightExpress in the Mojiva MAG:

• Graphic ads were sufficient in capturing attention. Over 84% of users deemed ‘normal banner ads,’ ‘video ads,’ ‘ads that let me interact with them,’ or ‘animated banner ads’ as the forms of marketing they would likely pay attention to
• Text ads still perform modestly with 13% of users most likely to pay attention; however, only 2% pay attention to expanding screen takeover ads
• Marketing offers related to magazines, social/dating, airlines, traffic and banking had the least effective performance.

Southeast Venture Conference, February 29 – March 1, 2012 at the Ritz Carlton in Tysons Corner, VA – Where Smart Money Meets Smart People.
www.seventure.org

© 2011, TechJournal South. All rights reserved.

Tags: graphic ads most effective for mobile, mobile devices users click on ads, Mojiva, Report