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About 48% clicks on mobile ads were unintentional: Study

Of the 77 per cent people in Southeast Asia who have clicked on or read a mobile ad in the past month, 52 per cent were intentional and 48 per cent were unintentional clicks, an Omnicom Media Group report in partnership with Epinion found.

The most effective advertising mobile channels are communication related: email is high on both notice (45 per cent) and click through (25 per cent), followed by Facebook news feed and animated content or video ad on instant massaging app or website.

Thue Quist Thomasen, Head of Group Sales and Marketing, Epinion said, “The high rate of accidental or unintended clicks show that brands still have a long way to go in understanding how to engage their audience on mobile based on a mutually beneficial relationship. Studies have shown that click rates are rarely the best way to measure the outcome of a campaign and we recommend companies, depending on their business model, to measure performance based on brand lift, purchase intention or conversion,”

“The report points to utilising mobile as very different platform for driving engagement compared to traditional digital advertising. We like to use the image of the Swiss army knife to illustrate how mobile can be used to create a utility for the audience by either engaging with the campaign or by improving the overall product experience,” Mr Thomasen added.

In terms of context, 77 per cent people prefer personalised ads or ads they can choose. About 60 per cent prefer entertaining ads or ads that reward for watching. The study finds that consumers will be happy to see ads if they get something in return.

The report also highlighted that about 74 per cent depend heavily on their phones to ease boredom. For content, their appetite for content does not stop at just entertainment or information. They are also looking for something with functional and practical value: self-improvement tips (43 per cent), motivational or inspirational quotes (30 per cent), recipes (27 per cent) etc.

In terms of connect, 60 per cent of them use their smartphones while watching TV, at least four out of ten times. This is higher in Thailand (66 per cent) and among the youngsters aged 15 – 24 (63 per cent). About 75 per cent use their smartphone to interact with the TV content: either talking, sharing or searching for programme-related info (47 per cent) or TV ad-related info (28 per cent).

Commenting on the study, Guy Hearn, Chief Innovation Officer Omnicom Media Group said, “With saturated mobile phone penetration and growing ownership of smartphones, mobile advertising is integral for brands to connect with their audience. Despite the critical need for mobile advertising, many of us have no clear idea on how to capitalise it. One of the reasons is that while there is a lot of data available on consumers’ mobile usage, data on mobile advertising is still limited.”

Mr Thomasen concluded, “There is a huge opportunity for brands to enhance the utility and functionality of their campaigns by leveraging mobile advertising as consumers have gone beyond using the mobile phone as a means of entertainment and communication. Brands should move away from the fixation of content equates entertainment or information, and reconsider or redefine what does content mean to consumers from the perspective of utilisation.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.