Commentary

Mobile Ads On Smartphones Still Seeking An Emotional Trigger

According to a new study from Nielsen, when it comes to mobile ads on the smartphone, marketers have an array of options that they can use to motivate consumers to take action. Each option is as unique as the individual consumer, and each provides marketers with many opportunities for engagement.

According to Nielsen’s second-quarter 2016 Connected Device Report, 19% of Millennials, 17% of Generation X and 14% of Baby Boomers said that viewing an ad with a coupon or promotion is the top motivator when it comes to mobile advertising on smartphones. In comparison, Generation Z and the Greatest Generation are most motivated by an ad that is targeted to what they’re searching for.

Reasons for Taking Action on a Mobile Ad on a Smartphone

 

% Generation Agreeing

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Reason (An Ad That:)

GenZ

Millennial

Genx

Boomers

Great Gen

Has coupon/promotion

13%

19%

17%

14%

7%

Is within walking distance

1

2

1

1

0

Is within driving distance

4

3

2

3

1

Is with a familiar brand

14

8

7

4

3

Is targeted to my interest

16

8

9

11

10

Includes a phone number

2

3

2

1

2

I have seen on TV

4

4

3

2

1

No ad would motivate

45

52

60

65

76

Source: Nielsen, Mobile Connected Device Report, September 2016

The insights from Nielsen’s Mobile Connected Device Report were gathered from general population sample 13+ years and with 8,444 respondents who own a tablet, smartphone or streaming-capable device.

While the assumption might be that people across all generations dislike mobile advertising, 42% of Generation Z and 44% of Millennial smartphone users are okay with advertising if the content they’re engaging with is free and the ads don’t affect their mobile data consumption. Equally as important, 32% of Generation Z and Millennials are more likely to click on an ad that doesn’t take them outside of the application or redirect them to another website; convenience being the underlying theme, says the report.

With everything mobile, advertisers are still figuring out their engagement tactics, says the report. As marketers look to reach people on more personal levels, they hope at best, that their ads create enough of an emotional trigger to encourage a click, and end with a purchase.

The greatest motivator for Generation Z, says the report, changes when they view mobile advertisements on their tablets: Notably, they’re 16% more likely to engage with an ad of a familiar brand, key for marketers who find this group to be powerful in today’s connected ecosystem. 14% are motivated by an ad with a coupon or promotion, says the report.

Younger smartphone users are more willing to give up some of their personal details in exchange for free or reduced-cost content than older consumers. In fact, 55% of Generation Z and 48% of Millennials are willing to take action on an ad if they’re given the right mix of branding, convenience and promotional offering. Generation X, Baby Boomers and the Greatest Generation tend to be more skeptical of releasing their personal info, deal or no deal.

The report concludes by noting that the takeaway for mobile advertisers is that mobile ads could be a good way to reach consumers if they come with offers and promotions. As for engaging with people across the generational divide, make it personal, make it relevant and throw in a discount for good measure.

For additional information from Nielsen, the original report may be found here.

 

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