Rewards-Based Mobile Ads Perform Best, Per Study
Data shows that consumers demand value
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SessionM, in conjunction with researcher Millward Brown, is releasing a study today stating that consumers react positively twice as often to mobile ads when they get something valuable, relevant and/or engaging in exchange for their time. Smartphone users in particular will click mobile banners if there's a gift card, coupon, events tickets or loyalty points—in that order—on the other side.
Additionally, consumers want to know what the reward is going into the experience. In other words, mobile marketers must differentiate themselves from black-hat outfits by being extremely transparent in their ad presentation.
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