Study: Mobile Advertising Formats the Key to Audience Response

Mobile advertising must match specific audience requirements, as responsiveness to different kinds of advertising changes according to age and gender, according to a study by mobile media publisher MoMac (U.K.), reports MarketingCharts.

Some findings from the study:

• Some 13 percent of 16-24-year-olds have already responded to or clicked on a mobile ad.
• When it comes to mobile advertising formats, there are clear differences in the preferences of men and women and the different demographic groups.
• When on mobile sites, text-based advertising links are the most popular (56 percent); there's a clear female bias of 60 percent, compared with just 47 percent of men.
• Picture or banner-based advertising is the second most popular option, favored by 29 percent overall and just under one in three 25-34-year-olds.
• Video-based advertising has a strong male bias with 22 percent of men compared with just 12 percent of women saying they would be most likely to respond to a video ad.
• Video formats were also more popular with younger mobile users; video was selected by 23 percent of 16-24-year-olds but only 12 percent of those over 55.

Link to Media Buyer Planner Article