PwC study highlights insights on consumer attitudes

21 May,2014

By A Correspondent

 

PwC has unveiled a study titled ‘Mobile advertising: What do consumers want? Cross-country comparison’. The report is part of a series examining insights on consumer attitudes and behaviours in the rapidly changing media and technology landscape.

 

The report notes that given the overall aversion to the prevalence of mobile advertising and the belief that mobile devices are often “ad-free”, marketers need to get creative and innovative. With mobile’s unique properties as both a data tracking device and a delivery mechanism, the biggest challenge is to leverage the knowledge of how consumers are using mobile to improve monetization from ad delivery.

 

PwC surveyed consumers in the UK, Brazil and China and the findings confirm that multi-territory marketing campaigns are not a one-size-fits-all. The four key points that emerged for advertisers and marketers on mobile advertising include:

1. Advertisers need to develop a “mobile first” strategy and think about mobile advertising (and all mobile channels) separately from having their traditional and online advertising repurposed for mobile. It must deliver perceived value to the consumer and often in an experiential manner.

 

2. Context and relevancy is king. Respondents in our study are willing to view an ad if it is relevant, but there is an overall aversion to the prevalence of mobile advertising.

 

3. Advertisers need to plan campaigns based on widely varying preferences in different countries.

 

4. How can companies benefit? Leverage big data and analytics to drive better advertisements and customer targeting. Aggregate and analyse data for better targeting, results, and customer engagement.

 

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