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For many publishers, the future is mobile, and that means that figuring out how to monetize mobile eyeballs is a top priority.

Many observers believe that it's only a matter of time before companies like Facebook crack the mobile monetization nut, and the most bullish observers go so far as to suggest that mobile ad spend could one day surpass television ad spend, which exceeds $100bn globally on an annual basis.

But unbridled optimism may be premature according to a new report published by research firm Forrester Research. According for Forrester, 70% of the consumers it surveyed as part of a study commissioned by mobile ad company Tapjoy said that in-app ads that trigger automatically are more annoying than television ads.

TapJoy's CMO, Peter Dille, told AdAge:

People are very finicky about how they want to be advertised to. On their mobile device, that's become heightened because it's such a highly personal experience. Being interrupted while checking email and using apps is not desirable.

Apparently it's less desirable than ads that interrupt a favorite television program, something that should be of obvious concern to the growing number of marketers investing money in mobile campaigns. After all, if disdain for television ads spurred the rise of the DVRs as ad-skipping solution, one can only imagine how difficult it will be for marketers to convince consumers that the growing number of in-app ads being served to them are actually a good thing.

Thinking beyond "advertising"

So if 68% of the consumers Forrester polled indicate that their top mobile ad request is that ads don't interrupt their usage of apps, how are marketers supposed to use mobile effectively? According to Forrester's survey, more than half (59%) of consumers are interested in rewards for interacting with mobile ads, while 40% indicated that they're open to the possibility of being able to select the types of ads that are displayed.

But marketers should also consider that the nature of mobile devices provides an opportunity to think beyond traditional ad formats. Mobile email is increasingly important to marketers, something evidenced by the growth in mobile email opens this holiday shopping season, so recognizing, for instance, that email marketing is a form of mobile marketing and adhering to mobile email design best practices as a result can help marketers boost their mobile returns without having to resort to campaigns that are just as dissatisfying to marketers as they are annoying to consumers.

Patricio Robles

Published 17 December, 2012 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (3)

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Scott

I think your point about disdain towards TV ads isn't quite justified..

Many people (myself included) choose DV-R to transition TV from a "push" lifestyle dictating schedule to "pull" VOD/library viewing style. This still leaves a huge gap for live events which draw the most marketing dollar, which I don't think there is any equivalent for on mobile?

Also there is the publisher p.o.v. where they are trying to monetise their site/app.. are they likely to forgo such an easy method when selling web subscriptions/downloads on mobile is harder than drawing blood from stone?

over 3 years ago

Tom Howlett

Tom Howlett, Digital Marketing Executive at Koozai

I guess there is a lot less real estate on a mobile screen and any advert is likely to obscure what you are trying to do.

They are definitely annoying when they force an action, for example if you have to physically close the ad to continue what you are doing. The equivalent of a pop-up.

I must admit that half the time, I don't remember what the Ads are advertising - I just close them.

I think its about relevance with mobile ads. If I was playing a game and between levels there was an advert for a similar game. Fair enough. This may actually interest me. That's where I think mobile ads need to be heading before they are just completely disregarded by the users.

over 3 years ago

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Aaron Pace

.LESS is innovation over .COM.

We look forward to making your life easier with our proposed Top-Level Domain (TLD) ".LESS" - All you need to know is that it is an easy to identify consumer friendly TLD, like .COM, that provides you "LESS" of everything you do not want over the internet to increase your download and browsing speeds while saving you bandwidth and data transfer for your mobile and home internet service!

over 3 years ago

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