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Mobile ads lack engagement, finds WATConsult report

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MUMBAI: WATConsult’s latest report shows that mobile ads, though more useful, are less engaging than desktop ads. This is serious considering 75 per cent people use smartphones for viewing ads while just 42 per cent check them out on desktops. 48 per cent of the respondents prefer social media ads, followed by video ads, e-mail ads and search ads when it comes to mobile ad formats.

The report on consumer perception and effectiveness of mobile advertising is the third from its portfolio of WATInsights. It also mentions that 4G is the most used data connection followed by 3G and WiFi while mobile devices are maximum used for accessing social networks and e-mails, followed by usage of wallets, watching videos or shows and online shopping. 

Ad categories such as clothing and footwear, electronic products, books, movies/music/games get highest clicks while jewellery, pharmaceutical products and insurance products ads get the shrug. People also feel that mobile ads are intrusive and irrelevant at times and also fearing breach of privacy.

WATConsult founder and CEO Rajiv Dingra says, “India is going through a phase of rapid explosion in web content and internet technology and people are beginning to acknowledge the convenience internet provides today. After the roll-out of 4G, the usage has only increased at a dizzying pace. With ad spends on mobile expected to grow at a rate of 59 per cent CAGR by 2020, our research is an attempt to put forward the consumer’s point of view about mobile ads, thus helping marketers plan better campaigns.”

The summary report can be viewed on: http://recogn.in/watinsights.php

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