According to a post on Mobile Marketing Magazine, an IAB study has quantified the obvious. Here are the main points:
- You can use mobile to raise awareness
- Mobile advertising can be effective across all demographics, but especially 18-34s
- Brands and mobile Internet sites should put the user experience first
- Mobile display advertising needs a clear focus
- Mobile is more effective when something of value offered
You could say the same for full web advertising too. It’s just that much more important for mobile advertising because surfing the mobile web is slower and/or more expensive so users are less forgiving of the content and ads that take up their screen space, time and energy.
Tags: user experience