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%.