The growth in Smartphone use in the US is fuelling a range of new consumer behaviors and expectations and advertisers want to know what this means for them. But with such limited industry knowledge about consumers’ mobile advertising behaviors and expectations, it is currently difficult for advertisers to commit media budget to this platform. Microsoft Advertising commissioned research to understand mobile media consumption and advertiser opportunities among U.S. Smartphone and iPhone users, across 10 different verticals.
The research showed that media-savvy US consumers believe that advertising has reached saturation point and that brands are using increasingly desperate tactics to get their message through. Yet we found that many Smartphone users are already inviting brands into their mobile world and reaping the benefits, often without even considering this as advertising. And nearly all responded positively to mobile advertising that delivers real benefits.
Overall, the research pointed to an extremely exciting future for mobile advertising, for advertisers and consumers alike, across all the verticals we studied.