A new survey by Azullo has found that mobile ads are failing to make an impact on consumers.
When asked, “In the last 6 months, do you recall having seen an advert of any kind whilst using the browser function or apps on your smartphone?” just 21% of the 1,014 smartphone users taking part said ‘yes’.
These respondents were then asked if they could recall what brands, products or services were being promoted in the adverts they had seen, to which the majority, 53%, said ‘no’.
Those who couldn’t recall what was being advertised on adverts they’d seen through their smartphone were asked to explain why they thought that was the case. While a third (34%) put it down to the adverts not being memorable, 39% said one or more of the adverts were ‘too distorted’ to be able to tell and 17% put it down to their own bad memory.