The mobile advertising is becoming increasingly popular for a completely natural question, more and more consumers will use their smartphones and tablets to access the network and therefore it will become easier for brands to find in that scenario. According to the latest study by GSMA Intelligence, the research arm of the GSMA (which just released the thread of the MWC), by 2020 three quarters of the world’s population will be connected to a mobile network. Growth will also fast and very dynamic in the coming years. According to studio estimates, only in the next five years 1,000 million people will be added to the list of mobile users, which makes it very soon grow much.
In addition, in that market telecom operators will be able to create new business opportunities (once it grows much is impossible to grow more) but for brands that use this channel to connect with consumers will really hit the market worth. Consumers will have there, waiting, fully available: a park of millions of users always connected to serve messages and advertisements.
However, things should not be for just a promise marks an idyllic location, staying only with a park of millions of potential recipients of messages waiting on the other side. Brands have to be able to see critically what they are doing to maximize their actions and be able to reach consumers in a more effective way. At the end of the day, now no longer they are doing very well. The neuroscience shows that many of their practices are causing stress on consumers and failed negative connections and the fact that more and more consumers who are interested in the adblockers (and that they are becoming easier to find in the mobile world ) only serve to show that things do not look at all well for brands. What they are doing will not work or the long or the medium term.
Own industry executives are positioning more clearly in this regard and telecommunications operators are becoming a kind of active players and critics within what brands, media and media are doing. Last week, a operator noted that standard would limit ads for those mobile users who hired him in your rate. In the MWC one of the topics for discussion that are moving operators is that mobile advertising has to change.
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The CEO of O2, the British operator, Ronan Dunne, he noted, in fact, that mobile advertising had become too intrusive and therefore had no choice but to change. The ecosystem is full of what he considers “a lot of what can be described only as intrusive forms of advertising beyond what consumers want and expect,” he noted, as collected Warc . The manager is just one more voice to be positioned in this regard and more than you remember that things can not continue like this: Ads need to be more balanced and have to adjust better to what consumers expect or are willing to accept.
Why mobile advertising fails?
The manager is not the only positions in that direction. As collected in a chronicle of Ad Age, in one of the round tables of Mobile, in which he analyzed what is happening in mobile advertising, he concluded that although you are spending more and more money is failing in fundamental. Brands are not able to establish good connections with consumers and are failing to establish a relationship of trust. More and more ads, true, but these fail to communicate value.
In addition, this is happening in an environment in which these values are fundamental. Remembered as a manager, consumers have to be won and must establish more trusting relationships because mobile devices are much closer and more personal items than other advertising media such as television or the desktop.
Consumers not only not welcome you with open arms to mobile advertising but also have many more problems in accepting it.
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As noted in an analysis from Syniverse, also shared the thread of Mobile, consumers are concerned about safety, transparency and control with what happens and do not feel that the mobile and advertising serving allowed them to be really efficient in these areas.
The question is not well that consumers do not want mobile advertising. The experts make clear that that is not the problem. Consumers are receptive to many things, such as notifications push, only these have to be in a special context. Brands have to be able to really offer something. They have to have a certain value. In addition, companies need to understand what to do: Consumers, for example, hate video ads that ‘suck’ part of your data plan with something they do not find really relevant. In addition, that must be added the criticisms that are repeated over and over again, although the marks seem to be deaf to them constant. Desktop ads cannot simply be transplanted to the mobile. There do not work and create a nefarious user experience.