Nanu, one of the world’s fastest growing mobile VoIP apps, today unveiled the outcome of a targeted survey among a group of Gen X, Gen Y and Millennials from India using smartphones, with diverse work profiles. Amounting to a total sample size of 3735, 60% of the respondents are annoyed with mobile advertising and marked the adverts as most annoying and obtrusive. However, banners still holds some preference for mobile users due to its unforced nature since approximately 52% of respondents have rated banners as least annoying while more than 55% respondents believe pop-ups and video adverts as the most annoying form of mobile advertising.
As any mode of advertising focuses on two factors – increase sales and brand building, mobile advertising in its present form fails to address either of them as indicated by the outcome of the survey. It reveals that even though 46% of respondents may click intentionally on banner adverts, but 80% still avoid clicking on pop-ups and video adverts. Moreover, about 75% of respondents indicate their doubts about making any purchase decision from mobile advertising.
Commenting on the findings of the survey, Mr. Martin Nygate, Founder & CEO, nanu said, “The findings of the survey clearly highlights the ineffectiveness of the existing modes of advertising that brands are adopting, due to its intrusive nature. Increasingly, this invasive side of mobile advertising is adding up to its own plight by pushing mobile phone users to resort to using ad blocking software. It’s the present form of mobile advertising that eradicates all the smartness of our smartphones”
“We believe that mobile advertising needs to be completely non-intrusive and infused with the right set of analytics to ensure enough value proposition for both users and brands,” added Mr. Nygate
Mobile advertising is today the core of any brand’s digital marketing media strategy and marketers are aggressively looking at options to ensure the right visibility for the brand, thereby enhancing brand recall for the products and services. The outcome of the survey indicates the status quo of the mobile advertising segment, leading to annoyed and irritated consumers coming at the cost of brands’ advertising budget for mobile.