Consumers overwhelmingly in favour of an ad-funded mobile internet

A survey of 1,200 UK adults by the Internet Advertising Bureau UK (IAB UK) reveals that 84% of respondents prefer the internet to remain free but ad-funded as opposed to having to pay a fee to access an ad-free experience.

That’s good news for advertisers and publishers but there’s also evidence that ads that aren’t optimised for mobile are creating negative perceptions of advertisers, ad-platforms, and the brands that use them.

  • 78% of respondents are annoyed by ads that aren’t tailored to their smartphone.
  • 37% blamed this on the website or platform and 33% blamed the advertised brand itself.

Conversely, the IAB study found that optimised smartphone ads increased brand consideration by 56%, the likelihood to find out more by 50%, brand preference by 44% and trust by 33%.

A sustainable future is about making the experience work for everyone in the digital ecosystem, most importantly, people. Context is not a new concept, but we are still seeing a lot of ads not fit for purpose, and this report shows there are big benefits for brands that optimise for smartphones.

Tim Elkington, chief digital officer at IAB UK

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