60% of Indians find mobile advertising annoying and obtrusive, says nanu survey

One of the world's fastest growing mobile VoIP apps nanu surveyed a group of Gen X, Gen Y and Millennials from India, the results of which state
that 60% of the 3735 respondents are annoyed with mobile advertising, marking these adverts as most annoying and obtrusive.
Banners, on the other hand, were rated as least annoying by approximately 52% of respondents, possibly due to their unforced nature. On the other
hand, more than 55% respondents voted pop-ups and video adverts as the most annoying form of mobile advertising.
Advertising basically focuses on two factors: increase in sales and brand building, but mobile advertising, as of now, has failed to address either of
them, as suggested by the outcome of the survey.
It also reveals that even though 46% of respondents may click intentionally on banner adverts, around 80% of them try and avoid clicking on pop-ups
and video adverts. To add to the woes, about 75% of respondents said that they doubt the authenticity of purchases from mobile advertising.
Commenting on the findings of the survey, Mr. Martin Nygate, Founder & CEO, nanu said, "The findings of the survey clearly highlights the
ineffectiveness of the existing modes of advertising that brands are adopting, due to its intrusive nature. Increasingly, this invasive side of mobile
advertising is adding up to its own plight by pushing mobile phone users to resort to using ad blocking software. It's the present form of mobile
advertising that eradicates all the smartness of our smartphones"
"We believe that mobile advertising needs to be completely non-intrusive and infused with the right set of analytics to ensure enough value
proposition for both users and brands," he added.
Mobile advertising is today the core of any brand's digital marketing media strategy and marketers are aggressively looking at options to ensure the
right visibility for the brand, thereby enhancing brand recall for the products and services. The outcome of the survey indicates the status quo of the
mobile advertising segment, leading to annoyed and irritated consumers coming at the cost of brands' advertising budget for mobile.
Mobile Ad Revenue Has Soared But Questions On Effectiveness Remain
By
STEVEN PERLBERG
Aug 13, 2014 11:22 am ET
BLOOMBERG NEWS
Its no secret that marketers are pouring money into mobile advertising, but some still have doubts on how effective advertising on smartphones and
tablets can be.
Mobile advertising revenue jumped to $19.3 billion in 2013, nearly doubling its total from the year prior, according to a new report from the
Interactive Advertising Bureau, IAB Europe, and research firm IHS. North America made up the largest share of the mobile ad pie at 41.9%, while
Asia-Pacific was not far behind at 38.9%.

Search advertising represented nearly half of total global mobile advertising revenue, but display advertising had the biggest jump in growth a
123.4% spike to $8 billion.
While the rise of mobile advertising is indeed staggering, many marketers still have questions about the mediums efficacy. A dozen marketers polled
by eMarketer in April rated mobile displays ad overall effectiveness as a B-.
Industry experts say that new mobile ad formats, which could be more effective than the typical clunky banner ad, could allay marketers fears about
mobile. Advertisers in eMarketers study, for example, rated mobile location-targeted ads as having an A- in terms of effectiveness.
Still, eMarketer predicts that mobile advertising will this year surpass traditional media like newspapers, magazines, and radio, in terms of share of
the overall U.S. ad market.
This shift has also been reflected in the major online ad players. eMarketer predicts that mobile ads will account for 68% of Facebooks U.S.
advertising revenue this year, up from 46.7% last year. And the firm also predicts that by 2016, Googles mobile advertising business will account for
over half its ad revenue too.
Wall street Journal
Measuring mobile advertising effectiveness in a real-time bidding environment
byyd is a leading mobile Demand-side Platform that enables advertisers to precisely connect with programmatically targeted mobile audiences.

Challenge
Mobile advertising has a massive challenge cookies, that have been traditionally used to measure the effect of brand advertising, dont work on
mobile.
"With cookies not working on mobile it was impossible to measure effect of brand advertising in a real life situation. On Device Researchs solution
was right away of massive interest to us."
Jay Fowdar, Chief Product Officer, byyd
Working with MediaCom and Sony, byyd developed a brief to establish the effectiveness of the Sony Xperia Z1 ad campaign. The key was the ability
to ask questions from people who had seen the ad, versus those who hadn't, and compare their responses.
Research goals

Measure the impact of brand metrics for Sony's mobile advertising campaign.

Help Sony understand whether mobile advertising and in particular mobile programmatic buying is effective at changing consumer attitudes
towards Sony Xperia Z1 and making consumers who were exposed to the camapign more likely to buy the device.

Solution
Achieving the goals required a fresh approach to mobile advertising effectiveness. It was not enough to copy the lab test available on the market
where visitors are exposed to the ad in a controlled environment.
1.

Using the unique mobile IDs of two demographically matched and profiled groups of respondents (220 in each group) we targeted half of
them with Sonys ad campaign through byyds huge reach across the RTB exchanges.
2.
People encountered the ads on mobile websites and in apps during their everyday browsing so they had no idea what was being measured.
3.
Both the exposed and control group of users were then invited to a follow-up brand effectiveness and attitudinal survey via the On Device
Research mobile app.

Results
The project gave Sony, its media agency MediaCom, and byyd confidence that mobile ads can move brand metrics, and outperform online solutions.

Awareness - spontaneous brand awareness raised from 37% to 60% among exposed group

Interest - exposed audience twice as likely to consider solely an Xperia Z1 as their next phone

Desire - "Very likely to buy" doubled among exposed audience, "very unlikely to buy" halved

Action - "Very / somewhat likely to buy" increased from 49% to 64% among the exposed group

"This case study demonstrates how effective robust, open tech can be to research. Without byyds Madison technology platform, working in such a
precise, effective manner alongside On Device Researchs methodology, we would not have gained these valuable insights."
Daniela Federici, Digital Marketing Manager, Sony
The outcome enables byyd and its RTB ad platform to be judged on metrics other than a simple clickthrough (CTR), which is acknowledged
nowadays to be of limited value to brand advertisers who want to gain as much insight into the true value of mobile advertising as possible.

On device research

Study: Mobile Ads Actually Do Work - Especially In Apps

Robert Hof ,
CONTRIBUTOR
I cover the collision of advertising and the Internet.
Opinions expressed by Forbes Contributors are their own.
Even as mobile ad revenues skyrocket at sites such as Facebook and Twitter TWTR -1.39%, the little banners still dont work as well as they could
or so goes the widespread perception. But a new study out this morning from the mobile ad serving and tracking firm Medialets indicates that they
work better than many advertisers thought.
What surely hasnt worked is the ability to connect the dots between clicks and views on a smartphone or tablet with conversions, adspeak for
getting people to buy something, download an app, apply for a credit card or simply click over to a web page. Unlike on standard computers, the
identifiers called cookies mostly dont work on mobile devices.
So Medialets, which works with many of the largest publishers from Google GOOGL +0.10%to the New York Times as well as mobile ad
firms Millennial Media MM +% and Twitter-owned MoPub, uses other means (if you must know, HTML5 local storage and hardware advertising
identifiers) as well as what few cookies it can use to track ad response with what it claims is 85% of the accuracy of cookies on computers.
The upshot of the report, which tracks activity in the first half of this year: Mobile ads draw not only clicks, no small number of which advertisers
reasonably suspect might be accidental, but conversions. Mobile ads actually do work, says Medialets CEO Eric Litman. People will do almost
everything on their phone that they do on their desktop, even filling out forms that take a dozen screens to get through.

They still dont click a lot on mobile adsa fraction of 1% of the timebut judging from Medialets data on mobile ads, click-through
rates on them are much higher than the 0.1% to 0.2% rate for desktop web ads.
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Mobile Ad Spending To Blow Past Newspapers, Magazines, Radio This Year
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More specifically, heres a sampling of what Medialets found from analyzing some 300 billion data points from mobile ad campaigns:
* Ads on apps get much higher click-throughs than ads on the mobile Web: 0.58% on apps vs. only 0.23% on the mobile Web.
* Travel and entertainment ads do especially well, getting about a 60% higher click-through rate than ads for retail, automotive, and
other categories. Thats probably no surprise, given that people are using at least smartphones on the go.
* Most people wont watch a video ad to the end. More than 80% will watch at least the first three-quarters of a video ad, but only a third
will finish it. So the main message or call to action better come first, not last.
* Automated advertising known in the biz as programmatic, now the rage in ads on computers, is coming to mobile fast. Ad
impressions from mobile ad exchanges and so-called demand-side platforms that arrange real-time placement of ads are growing as
much as 500% in the second quarter from the first quarter.
* But ads run by exchanges and DSPs arent always the most effective. Click-through rates on ads placed directly by publishers and ad
networks are 0.47% and 0.6% respectively, while DSP ads only get 0.3% and exchanges just 0.11%.
* Clicks arent everything. Thats no news to advertisers, but Medialets launch this year of a product called Servo Total
Attribution helps advertisers track, or attribute, the impact of ads that are seen but not clicked. Using that data, Medialets says, the rate
at which ads prompt people to view a Web page rises 288%, while the rate for app downloads rises 162% and the rate for purchases rises
157%.

Of course, Google, Facebook, and others also provide plenty of evidence that their mobile ads work. And while Litman says Medialets
uniquely can track the impact of mobile ad click-throughs and view-throughs, all this is just one companys set of data points, so its
going to take a lot more than that to persuade advertisers to move more money from web or TV ads to mobile.
Whats more, theres at least one big hole in Medialets data. It doesnt track what appear to be some of the most popular ads, among
advertisers, at least: so-called native ads, such as those that appear relatively unobtrusively in Facebook and Twitter feeds. Theyre
among the biggest drivers of mobile ad spending growth at Facebook and Twitter, and even Yahoos stream ads helped fuel

a surprising jump in the number of ads it sold in the last quarter. Medialets doesnt have access to much data on those because
Facebook and Twitter keep tight control of data within their systems.
But if Medialets is right, that yawning gap between the time people spend on mobile devices and the relative ad spending to reach
them on those devices may finally start to narrow.
Follow me on Twitter and Google+, and read the rest of my Forbes posts here.
Forbes.com
https://www.questia.com/library/communication/advertising-and-public-relations/advertising-research/advertising-effectiveness
http://www.emarketer.com/corporate/coverage#/results/1267