According to a survey from mobile ad platform Aki Technologies, consumers are more receptive to mobile ads in front of the TV and in moments before falling asleep in bed.
Audience marketplace Lucid was contracted by the company to conduct an online survey of 1,000 US adults in November 2018.
59 percent of the respondents said that they pay attention to mobile ads while at home watching the big screen. 51 percent said they were receptive to them in bed.
Also, according to the survey, it was found that different generations pay attention in different ways. example, Millennials are 7 percent more likely to be receptive to ads in front of the big screen, while Boomers were 6 percent less.
Marketers are always on the look out for ways around their customer view by analyzing metrics, such as consumer sentiment, intent and emotions. Although it’s not the largest survey, it does point to a metric that could be just as valuable.
“Understanding the various states or ‘moments’ is critical to delivering a message that the consumer will be receptive to,” said Richard Black, Aki’s CMO.
Despite the fact consumers are using two devices at a time, they aren’t distracted away from mobile ads.
“TV advertisers need to realize that the second screen is equally important to the flatscreen,” Black said. “Brands must include mobile in their media mix—it’s not optional or experimental anymore. We all have these devices in our hands at all times. So marketers should be looking for unique ways to take advantage of that and get creative in how they appeal to us on these hand-held, always-on content-delivery platforms.”
Conor Ryan, CIO of ad automation platform StitcherAds, agreed.
“Advertisers are missing opportunities to transcend the big screen by encouraging interaction with branded content on their smartphones,” Ryan said.
To all advertisers, it’s recommended that they keep in mind the receptivity to mobile ads shifts between different generations. With this in mind, they can plan placements accordingly.
More than half of the survey respondents said that brand familiarity (54 percent) and interesting creative (52 percent) captured their attention.
The survey found that though the factors that motivate attention are consistent, they are less effective for customers who define themselves as being “on the go.”