Ad Creative Identified as Key Driver of Customer Engagement and Media ROI in Independent Study
A Commpro News Update
A recent study found that brands are "significantly more likely" to reach their advertising objectives if they have positive mobile ad experiences that are driven by strong creative.
Celtra, a creative management platform for digital advertising, released results from a commissioned study, "The Mobile Ad Experience Matters To Your Media ROI," conducted by Forrester Consulting on behalf of Celtra. This study finds that brands who prioritize their creative saw improved customer response rates and achieved higher brand recognition.
The study found that mobile advertising spend will increase by 24.5% year over year for the next four years. The research study does show that if ad spending continues to increase without an improvement in the ad quality, it will result in use of ad blockers by consumers. This would create longer-term issues that can damage the entire digital ecosystem.
"Smart advertisers have a significant market opportunity to drive high levels of customer engagement and sustained competitive advantage by leveraging strong creative in their mobile ad campaigns," said Mihael Mikek, Founder and CEO of Celtra. "Many brands have yet to realize the full potential of mobile advertising and will benefit greatly by refocusing their efforts on quality and the user experience. This will ensure that mobile ads are more relevant, less disruptive and, ultimately, more engaging to consumers."
Key Findings
Brands are struggling to achieve their mobile advertising objectives: While advertisers set out to accomplish branding objectives via mobile ads, this study revealed that more than two-thirds of surveyed brand advertisers believe that at least half of their mobile advertising isn't successful in achieving their objectives.
Delivering poor mobile ads comes at a cost: Delivering ads with a poor experience threatens brand results. Millions of media dollars wasted, sunk costs of ad development and creation, and harm to the brand image. More broadly, poor mobile ad experiences threaten the advertising ecosystem itself, leading to an increased use of ad blocking technology and depriving publishers of the ability to monetize consumer traffic. According to survey respondents, 73% of the mobile advertisements seen in a typical day fail to create a positive user experience, which can damage brand perception and lead to negative business impact.
Improving ad creative will remedy the mobile ecosystem stalemate: Mobile is an important ad channel, and brands are significantly more likely to achieve core brand and advertising objectives when providing consumers with positive mobile ad experiences.
