How Well Do You Recall Mobile Ads?


It turns out you're remembering mobile ads far more often than you might think.

Nielsen, which analyzed tablet and smartphone owners over the last two quarters to determine how well they recall ads, has determined that mobile ad recall is actually quite strong. In fact, 28 percent of people in the fourth quarter and 26 percent in the first quarter said they remembered mobile ads every time they used a smartphone during those periods. In tablets, ad recall was even higher, at 35 percent for the fourth quarter and 34 percent in the first quarter of the year.

Not surprisingly, given those numbers, those who didn't recall ads were more likely to be found using smartphones than tablets, with 35 percent in the first quarter having no recollection of mobile ads on smartphones. That figure fell to 31 percent on tablets during the first quarter.

At first blush, that might sound like good news for marketers who are looking for ways to attract customers in new ways. In fact, Nielsen found that 98 percent of its respondents use devices at home, and 84 percent use them at work. A whopping eight in 10 people use their smartphones in the car.

"This is all great news for companies investing in mobile advertising, as these devices are getting major face time," the company said in a statement.

However, recalling ads and actually liking ads are two very different things. And Nielsen found that 65 percent of users find ads to be "intrusive and annoying." Just 22 percent of respondents said that they were neutral to ads.

But it wasn't all bad, Nielsen says. The company found that 23 percent of people found mobile ads to be "informative and helpful." The company added that when "offers" are delivered through ads, things get even better.

"The win for advertisers?" Nielsen wrote in its report. "Fifteen percent of connected device owners say that if there was an offer attached to the ad, they'd be much more likely to take action."

Nielsen's study was conducted over a period of several months and sampled more than 8,200 people who own a tablet, smartphone, or "streaming capable device."

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