New research from moment marketing science firm Aki helps mobile marketers better understand how contextual variables influence consumer response to mobile advertisements across specific verticals.
In the firm’s new study, Mobile Ad Context Report 2019, participants were randomly presented with 27 different ad experiences within one of three verticals—Over the Counter Healthcare, Alcohol, and Luxury Automotive. Each ad experience consisted of three contextual variables that would influence a respondent’s propensity to engage with a mobile advertisement: the respondent’s immediate physical environment (e.g. at a coffee shop); the theme of the app at time of ad call (e.g. fitness tracker); and the respondent’s mental state (e.g. relaxed mindset).
The study revealed the biggest factor in ad receptivity to be a consumer’s mental state, which is 39 percent more important than environmental context. On average, app context scored least relevant. Likewise, the majority of respondents indicated that paid and free apps were equal in terms of quality, impact and relevance. This is interesting because brands tend to put greater value on paid app media.
The study also revealed variations by vertical. For Alcohol, environment proved least relevant; participants were more likely to be receptive leading up to consumption versus at a bar. For OTC Healthcare, environment proved most relevant, suggesting a strong opportunity in in-store and point-of-purchase advertising.
When participants were directly asked what factors drive their interest or action on an ad, location was rated least relevant.
In 2018, mobile captured the majority (57 percent) of digital ad dollars, per IAB. With so much mobile ad activity, brands are under increased pressure to ensure their mobile marketing dollars are effective. Aki’s survey helps brands strategize on context and maximize the impact of mobile campaigns with AI-powered moment targeting.
“This study shows that consumer receptivity to mobile advertising varies greatly depending on where they are and what they are doing,” said Scott Swanson, CEO of Aki Technologies, in a news release. “Identifying and understanding the variables that shape the mobile ad experience and impact are key to unlocking the power of mobile messaging. Brands can use this insight to optimize the consumer’s ad experience which, in turn, translates to more value from mobile advertising.”
Aki’s study surveyed 1,500 respondents, U.S. adults 18 years and older. In addition to multiple-choice questions, Aki conducted a conjoint analysis, a survey-based statistical technique used to determine how people value different attributes.