Commentary
Don't Worry, Be Unhappy
- by Joe Mandese @mp_joemandese, March 4, 2021
Mobile advertisers looking to target consumers in an environment -- and mental mindset -- when they are happiest would do well to serve their campaigns in game and/or social apps. That's where consumers said they were happiest, according to a survey fielded recently by AdColony.
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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
Joe, there is past ad recall evidence that gaming websites perform better than average in ad recall lift studies---most likely because their users are more involved and attentive than the norm.However I doubt that this applies to social media. Nevertheless, the missing link in this study is any evidence that these environments actually produce better awareness results for advertisers. The claim by a handful of respodents that they are in a "happy mood" when visiting various types of sites paints a very broad brush. Much more specific evidence is needed to prove the ad effectiveness point---if it is really true.