According to a new study by Forrester Research, most smartphone users ignore the ads embedded in the programs. Analysts came to this conclusion after interviewing 60 thousand respondents.
As part of the study , Forrester Research has established the following:
- 47% of smartphone users in the US ignore ads in programs;
- 43% find advertising annoying;
- 37% of respondents were able to recall an advertisement from a certain brand or an advertisement for a certain product shown in the program;
- 25% of smartphone owners and 21% of tablet owners are willing to pay for the program, just not to see ads.
“Consumers are spending more and more time with smartphones and tablets. A huge audience has appeared, which, judging by our data, notices ads in applications. However, marketers have not yet learned how to take advantage of the opportunity and provide their customers with what they want. The unstable partner ecosystem and the lack of clear standardization are largely to blame for this,” the report says.
The Forrester study once again reminds you that putting an advertising window in your game does not mean that you will get rich in a couple of days. Developers and marketers need to find more effective ways to target ads. All these technologies have been known for a long time. It remains only to adapt them to a new market segment.
Source: fiercedeveloper.com