A survey by Aki technologies, the mobile ad platform, revealed that viewers watching TV give the most attention to mobile ads. This means that those periods are ideal for reaching phone users. Over 50% of adults involved in the study said that they were more open to ads as they were watching TV as opposed to when they do other activities like eating a meal, running errands or just in bed before sleeping.
In the U.S, brands that have already established themselves have the most significant advantage. 54% of respondents say that brand familiarity is the only reason they pay attention to an ad on their phone. 52% say it depends on the quality of the creative, 41% on timing and another 41% citing coupons. Consumers are not inclined to give their attention to ads while they are on the move. 35% of them will look at a creative based on the timing, and 30% because of a coupon.
Aki also realized that how mobile ads are received varies depending on the activity the viewer is taking part in. Millennials were most receptive to ads as they shop, 39% compared to 27% from generation X. For generation Z, and baby boomers, the percentages were at 25% and 15%. Of all of them, generation Z paid the most attention before they went to bed – 73% - followed closely by millennials at 63%.
The research by Aki suggests that mobile marketers can develop strategies to reach different viewers at points when they are most receptive to ads like when they are eating or when they are watching TV. Ad recall was highest for all generations, especially when watching the TV. The find outs suggest that a second screen when someone is using their phone does not affect how receptive they are to ads. Adults in the U.S were found to spend three and a half hours on average each day on their phones in 2018. That time is expected to go higher than viewing time for TV in 2019.
Aki discovered that on mobile phones, video ads received the most attention before going to bed as opposed to banners. 64% of viewers said they were most likely to watch them. As they ate or when watching TV, video ads also worked well for the users as opposed to when they were busy with errands or when shopping. Since viewers most likely watch video ads when they are seated, brands can focus on having different ads for the parts of the day that have higher engagements.
The findings by Aki agree with the idea that the viewer is more likely to research further on an ad they saw on TV when they are using their phone concurrently. Having a second screen increases the chances of the viewer taking action after seeing an ad by 75% which improves the effectiveness of the advertisement according to MediaCom. People who interacted with ads on a second screen were found to be more aware of brands contributing 12 percent more than those without another screen.
Mobile ads generate emotional responses fast, said a different study by Neurons. These ads start triggering a reaction in a consumer within half of a second of them watching the video. Brands must then adopt another strategy for their media-buying efforts. Conventional approaches to get the attention of people include using human face images looking at the camera directly or using contrasting colors or even using a product. Other brands use images with popping colors to trigger emotions and deliver complex messages in a noisy environment.
The study comes in a time when mobile advertising has become popular. It is expected that by 2020, mobile ad spend will make up 43% of all the ad market in the U.S surpassing traditional media. Last year, mobile contributed $18.74 billion.