Even though the expectations are high, advertisers have not been able to successfully leverage the new world of mobile ads.
Most marketers report not seeing the great performance of these ads and have difficulty justifying their budgets. They are resisting the tendency to create processes that require fewer tasks.
According to a report published on Media Post, 58% of american adults that use smartphones access the Internet several times daily, followed by 21% daily, 12% weekly and only 3% never report never accessing the Internet from their smartphones.
There are currently over 2 billion smartphones worldwide that serve 31.3% of the world's population. The opportunity for marketers to reach these consumers is real, but had not been exploited fully through personalization and hyper-targeting.
The data is available through the consumers interactions with the phone's camera, the GPS system and the searches. 57% of adult smartphone users view the ads that typically appear in apps are interrupting the user experience rather than being complimentary to what they are doing. Only 20% say the ads are relevant to them.
Leas analyst Jennifer Wise explains in the Forrester Research World Smartphone Adoption Forecast, 2012-2017, Global that the majority of mobile ads still resemble mini-desktop ads. Analysts believe focusing on the mobile user experience and integrating with individual publishers will reduce customer frustration. By targeting individuals and not segments the ads will appear more relevant.