Digital advertising campaigns are often valued by the number of clicks generated. But it’s consumer interaction with the ad that’s the key to better results for advertisers, according to Widespace.
Swiping has long been an example of high performing ad formats but it is also an important tool in efforts to improve the relevance of the brand's target audience.
Ad spend on mobile devices will rise 45% this year to £3.3bn, while brands are demanding more and more that the ads should become more relevant to mobile users.
The data, from Widespace's Brand Impact Surveys, shows that 28% more users remember brand ads if it is a swipe solution compared to a static takeover advert in the mobile. At the same time, there is an increase in the relevance of swipe ads with up to 100% compared to static ads where brands cannot read as much data about the user's preferences.
"For brands, it is becoming increasingly important to go beyond broad reach and instead reach the right target audience. Ad formats that engage and are relevant to the recipient but do not interfere with their experience work much more effectively for the brands. They increase conversion and brands can gain better customer insights when analysing the results”, says Joy Dean, Head of Partnerships at Widespace.
The figures reveal that ad formats based on significant interaction are much more engaging and means that advertisers can achieve up to three times higher relevance to the mobile user.
By Claire West.
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