Mobile Ads Still "Annoying"

About 79 percent of smart phone users find mobile ads intrusive and annoying, according to new research from YouGov. Some 88 percent also say they ignore ads on applications. To no surprise, 86 percent said that they’ve ignored mobile ads. So despite all talk of personalization and targeting, it appears that brands still are not able to deliver consistently valuable messages.

As often is the case, consumers indicate they "don't like ads." Just five percent of consumers think that mobile ads are a good idea. It long has been true that advertising is considered an annoyance, tolerable only because consumers "get something" from the experience, typically lower=priced content.

For smart phone users in particular, basic banners remain the most recognized formats. About 87 percent report see them while browsing, and 80 percent notice3 them while using apps. When browsing, recommended links to search (63 percent), rollover banners (51 percent), and special offers (47 percent), attract the most attention.

Most mobile ads are “annoying and ignored”