Marketers can optimise consumers’ mobile ad experiences through moment-based targeting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2019, 12:54 PM UTC

Mobile ad receptivity depends on where users are and what they are doing.

This article cites a study that correlates a user’s mobile ad experience to three variables that can influence their tendency to engage with the app: immediate physical environment, the theme of the app when the ad is displayed, and the user’s mental state. The study reveals that a consumer’s mental state is 39% and 55% more important than their environment and app context, respectively.

Mobile marketers can now understand how consumers engage with advertisements across verticals. Brands can use AI-powered moment targeting to maximise their campaign’s impact and optimise the user’s ad experience.

A majority of respondents also indicated that they viewed paid and free ads equally in terms of quality, impact and relevance. The study was conducted by Aki Technologies, who surveyed 1500 respondents in the US.

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