Nine out of ten don’t click on ads even though they are interested in the message
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 leading mobile advertising agency 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.
Widespace revealed insights based on user input from the 100 million unique smartphone users a month and the company’s Brand Impact Surveys, where users respond via mobile surveys.
The data shows that 28% more users remember brand ads if it is a swipe solution compared to a static takeover advert in your 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.
It is also 4.5 times more likely to seek more information about the offer through a sweep in the banner than via a click to another site.
“For brands, it is becoming increasingly important to go beyond broad reach and instead reach the right target audience. Ad formats that engage, 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.
Swipe ads where users swipe the screen and interact with advertising is better than static takeovers because they provide more information on what the mobile user likes. This Information is continuously analysed by Widespace to then predict and evolve the accuracy of the delivery of ads.
The numbers show a higher return on investment for the advertiser and more relevant ads to all users when using the swipe versus static takeover ads.
“Our ability to make relevancy predictions and have them substantiated with explicit consumer responses is really exciting. It’s a clear sign that the future of mobile advertising will rely less on click-based technology and more on predictive algorithms mapped to all stages of the purchase funnel”, says Joy Dean.
Widespace, the key to better brand engagement
Widespace is the leading mobile brand advertising company in Europe, creating powerful bonds between brands and their audiences. We do this by combining engaging ad formats in premium placements delivered by our unique Brand Algorithm. Widespace drives brand awareness and purchase intent and reaches over 100 million smartphone users on their favourite sites and apps – generating great results for brands and publishers alike. Widespace was founded in Sweden in 2007, and is now present in nine countries across Europe.
