72% of US consumers notice in-app mobile ads when they correspond with their general interest

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 06, 2019, 9:05 AM UTC

Aki Technologies surveyed 1,500 US adults that had an income of at least $25,000. 

The study reveals that a mobile advert matching a viewer’s general interest can stand out against say, a location-based ad. Noticeability of ads also depends on factors like mood and current activity of the viewer, among others.

32% of respondents notice a mobile in-app ad when it matches their current activity. An ad must match an audience’s mood for 33% of participants, for it to be noticed. 29% of users report an improvement in noticeability when an ad matches the theme of the app content being viewed.

Additionally, 63% of consumers don’t see much difference in the quality of ads between paid apps and free apps. Another 63% of consumers agree that ads from free and paid apps are equally relevant.

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