Consumers are more receptive to mobile TV advertising and even before falling asleep at night. bed, according to a study of the mobile advertising platform Aki Technologies.
The company contracted Lucid in an online audience market in November 2018.
More than half of respondents (59%) said they were attentive to mobile advertisements. at home while watching the big screen and 51% said they were receptive to bed.
The survey also revealed that different generations were paying attention in different ways. For example, Generation Y youth have more than a 7% chance of being receptive to big screen ads, while baby boomers have lost 6%.
Consumers reported being receptive to mobile advertisements while watching television and in bed before sleeping. Source: Aki Technologies
Why You Must Be Careful
Marketers Are Increasingly Seeking to Supplement Their Customer Vision by Analyzing Indicators Such as Consumer Sentiment and emotions . Although this survey provides only a brief overview of user responsiveness, it indicates a measure that could be just as useful.
"The understanding of different states or" moments "is essential to convey the message that the consumer will be receptive to," said Richard Black Aki's marketing director.
Even though consumers use two devices at once, they say they are not distracted from mobile advertising.
"Television advertisers must understand that the second screen is just as important for the flat screen, "said Black." Brands must include mobile in their media mix: it's no longer an option or an experiment, we have all these devices in our hands at all times. Marketers should therefore look for unique ways to take advantage of this and be creative in seducing us on these portable and ever-active content delivery platforms. "
 59002] Conor Ryan, CIO of Ads Automation
"Advertisers miss the opportunity to transcend the big screen by encouraging interaction with branded content on their smartphones, said Ryan.
Advertisers should also note that the receptivity to mobile ads
More information on the survey
More than half of respondents to the survey stated that brand awareness (54%) and interesting creativity (52%) attracted their attention. that while the motivating factors are consistent, they are less effective for clients who define themselves as "on the move".
About the Author
Robin Kurzer began his career as a newspaper reporter in Milford, Connecticut. She then made her mark in the world of advertising and marketing in Chicago in agencies such as Tribal DDB and Razorfish, creating award-winning works for many leading brands. For the past seven years, she has worked as an independent writer and as a communications professional in a variety of industries.