Most UK consumers are finding mobile ads on their smartphones, tablets and other devices to be much more informative and helpful now than they did at this time last year. This is according to a new report from the 2nd Annual UK Mobile Path-to-Purchase Study released today by xAd and Telmetrics.
Randomised mobile ads featuring irrelevant messaging are becoming a thing of the past, as brands are analysing factors such as consumer shopping behaviour patterns and real-time location to serve ads that are more personal, relevant and timely. As a result, consumers are clicking on ads more frequently and finding them more helpful as a key tool on their path to purchase. In fact, a third of respondents who noticed mobile ads reported clicking on at least one of them in the past 30 days. As mobile ads continue to improve, brands will continue to see an increase in ad engagement, ultimately resulting in greater influence over their target audiences and a positive impact on their bottom lines.
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