Tag: mobile marketing trends

Intrusive mobile marketing boosts suspicions among French shoppers

Consumers in the European country are less likely to trust ads that they feel will use their personal data.

According to the results of a recent survey conducted by the Mobile Marketing Association (MMA) France, consumers in that country feel suspicious of advertising they receive over their smartphones and tablets when it becomes intrusive or will utilize their personal information.

This survey involved the participation of more than 1,000 people with smartphones or tablets.

The research was conducted on behalf of the association by GfK. Among the respondents to the survey, about 60 percent said that they felt as though brands were being invasive on their smartphones or tablets as a result of too many spam like mobile marketing messages. Another 67 percent said that they were uncomfortable with the fact that they felt as though they were sharing information with brands, even without their knowledge. On top of that 68 percent expressed that they felt as though they were being spied on through their mobile devices.

The Mobile Marketing Association France said that it is vital for companies and brands to take care with privacy.

intrusive mobile marketing suspicious securityThe MMA France said that the results of this survey show that it is very important that they take careful control over mobile advertising so that they will understand when consumers will find their actions to be relevant, and when they will find them to be intrusive or unwelcome.

Although 56 percent of the respondents to the survey feel that it shouldn’t be useful at all to have a company or a shop recognize them and while they haven’t any real interest in being personally welcomed when they enter a store’s physical location, it doesn’t stop there. Half of the respondents said that they did find it useful when stores use geolocation based marketing in order to provide them with discounts to the stores that they have just entered (or that they’re walking by at that moment).

This showed that it isn’t necessarily mobile marketing in general that is putting off French consumers, but it is the relevance that matters to them. Renaud Menerat, the president of MMA France explained that this research places the spotlight in the expectations that consumers have toward brands for understanding the notion of simplicity, service and transparency when it comes to their advertising overt his channel.

Mobile marketing is falling under viewing trends

Only 10 percent of digital ads are delivered in a way that is compatible with smartphones and tablets.

According to recent research findings from JW Player, only 10 percent of all ads are mobile marketing compatible, which has – according to the report on the results – revealed that advertisers are greatly missing out on a highly engaged target audience that is considerable in size.

Advertisers are not properly leveraging the mobile channel when it comes to their ad placement, said the report.

The research showed that around the world, audiences are watching video content on their mobile devices 30 percent of the time. This is particularly true on smartphones, as only 6 percent of video viewers use their tablets to do so. However, it pointed out that mobile marketing is not focusing on that very large number of viewers, despite the fact that it represents nearly one third of the video watchers.

The founder of JW Player has cautioned firms that mobile marketing will be critical for their future success.

Mobile Marketing TrendsJW Player founder, Jeroen Wijering, explained that “It is vital for content creators to stay up to date on the currently industry trends and technology usage in order to best advance their online video strategy.” He went on to point out that while there has been an overall solidification in the market, there has yet to be a widespread adoption of the most strategic video standards across the industry, particularly when it comes to marketing firms.

The company is hopeful that their Trends in Online Video Report will help to provide the insight that is necessary for greater HTML5 adoption so that viewers who prefer to use mobile devices will be able to see online video that is supported by their technology of preference.

The JW Player video mobile marketing research discovered that beyond adapting to new formats over smartphones and tablets, advertisers also have ad blocking tech that they will need to overcome. This is particularly the case among European audiences. The global ad blocking rate currently sits at around 10 to 30 percent of users. According to JW Player, one of the primary drivers behind the use of the blockers is that viewers are increasingly frustrated by the intrusive banner ads that they are forced to see, and they want more control over their video experiences.