Size doesn’t matter in mobile advertising

A study into media consumption on mobile devices reveals that consumers are influenced by environment and context and not just screen size. However, this doesn’t mean brands should follow a one size fits all approach especially in terms of experience.

Mindi Chahal

The research study was conducted by video advertising providers YuMe in conjunction with research firm Decipher and examines the behaviour and reaction to advertising and content on mobile devices of 1,500 UK consumers.

According to the research, people prefer to view content in the comfort of their homes, where they are also much more receptive to advertising.

With smartphones, there is an almost even split in media consumption – at home has 31 per cent, while 24 per cent use phones out and about. The same percentage do so while travelling and 21 per cent at work.

While the environment, content and context play an important part in mobile advertising, a vital question to ask is what the desired effect of the advertising is – whether mobile is used as a direct response platform or part of a wider brand awareness or experience campaign.

The research also shows that consumers are increasingly ‘screen agnostic’ when it comes to consuming content. By device, 38 per cent of respondents access entertainment content on their smartphone, 34 per cent on their laptop and 28 per cent on tablets.

Owen Hanks, general manager of mobile, Europe at YuMe advises advertisers to throw away screen-by-screen media planning rule books. He says: “What the research has shown is that media opportunities on mobile are not simply a matter of screen size. For advertisers, this means that the most effective advertising is a multi-screen campaign, whilst publishers need to ensure their content is available across all screens.”

This advice may help brands looking to advertise on mobile by directing them to the key areas for consideration but what needs to be stressed here is the need to offer the right experience according to those keys areas. The environment in which the advertising is being viewed and the desired effect for each screen will steer the content of those ads.

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