Mobile ads targeted to specific tastes and interests are four times more effective than mobile ads that use time, location or lifestyle as benchmarks, according to new research released by Upstream.
According to the research, users of both feature phones and smart phones respond to personalized offers more favorably than any other kind, including location-based offers. The research also revealed consumer preferences about the kinds of advertising that they receive on their mobile devices. In content preferences, feature phone users and smart phone users diverge. Smartphone users most often cited a preference for ads for content for their mobile devices, whereas feature phone users most often cited a preference for ads from their mobile-service provider. But the research demonstrates that users of both categories of handsets are somewhat underwhelmed by location-based marketing.
“Location clearly is an important aspect in mobile marketing, but we were surprised at the dramatic lack of consumer interest in it at this time,” said Assaf Baciu, Upstream’s vice president of product management. “Right now, people want mobile offers that are personalized to their interests ahead of other more hyped criteria such as time or location.”
The data demonstrated that even consumers using feature-rich smartphones are susceptible to low-tech methods of persuasion like text messaging. Ad channel preferences differed slightly from smartphone to feature phone users. Smartphone users most preferred to receive coupons followed closely by an opt-in text alert or message. For feature phone users, the preferences were reversed.
-
With Roku leading the pack, study says 94% of households are reachable through CTV
Connected TV remains on the rise in programmatic advertising, fueled by the popularity of Roku, Samsung and Amazon devices.
-
Digital investors take time out as British Pound plummets
Don’t expect an M&A frenzy, despite Sterling’s historic low, as volatility cools investors’ appetites.
-
Member ExclusiveMedia Briefing: The pros, cons of three pricing models for publisher, sportbook content deals
Publishers and sportsbooks are looking for new payout models beyond the standard cost-per-acquisition structure, which is priced on average between $200-500 per new customer.
-
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
-
The New York Times looks to gaming product to grow subscriptions
The Times' use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company's acquisition of Wordle in January.
-
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, the league is engaging with fans in new, innovative ways via gaming or just through creative social media activations.
