Nothing makes mobile marketing more effective and engaging than content and opportunities that offer real value.
According to the findings of a new study conducted by Millward Brown in partnership with SessionM, mobile consumers are more receptive when brands offer value in exchange for their time.
Although favorability toward mobile advertising was, on average, low, brands have the opportunity to break through by offering more tangible value in their marketing content.
“Through the AdReaction Report we know that consumers want brands to provide valuable and rewarding ad experiences, and this study helped us break down exactly what that means,” admits Joline McGoldrick, Research Director at Dynamic Logic, Millward Brown’s digital practice. “The findings present marketers with a tremendous opportunity to deliver mobile ad experiences in line with consumers’ expectations, enabling them to effectively break through to mobile consumers.”
Reward-based mobile advertising, the report shows, is “one answer to value exchange equation.”
Other key findings from the report include:
- Rewarded audiences are over twice as likely to interact with brands. After seeing an in-app ad, 34 percent of rewarded users clicked or interacted with an ad, compared with only 15 percent of mobile users who had not participated in reward-based advertising.
- Receiving a reward expands a consumer’s consideration set. After seeing an in-app ad, 26 percent of rewarded users considered purchasing a brand, compared with 18 percent of mobile users who had not participated in reward-based advertising.
- Not all reward-based advertising is created equal. When using a reward-based advertising strategy, there are some things to keep in mind. Ninety-two percent of mobile users report it’s important they choose the reward they receive, and 68 percent of users prefer to know for certain they will get a reward, rather than be surprised. Users also prefer rewards that are tangible and have an element of choice in how they’re spent.
“Mobile advertising experiences that create a more balanced consumer experience — ones that respect time and provide a useful outcome — open the door of receptivity and have a positive impact on the brand,” says Jayne Dow, Director of Qualitative Research and Digital Innovation at Firefly, Millward Brown’s global qualitative practice. “This simple truth has powerful implications in improving the perception and effectiveness of mobile advertising.”