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WATConsult report: 48 per cent of users prefer social media ads

The third edition of the report on consumer perception and effectiveness of mobile advertising said smartphones screens are the most-viewed devices for mobile ads

WATConsult, a digital and social media agency that’s part of the Dentsu Aegis Network, has launched its latest report on consumer perception and effectiveness of mobile advertising. It stated that 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.

This report is their third launch from their latest property WATInsights, under its market research division, Recogn.

The report said mobile ads are perceived to be more useful but less engaging versus desktop ads, which are perceived to be more engaging.

Some other highlights of the report’s results were:

·       Smartphones screens are the most-viewed devices for mobile ads, with 75 per cent of the respondents using smartphone, followed by 42 per cent who use laptops

·       4G is the most used data connection followed by 3G and WiFi

·       Mobile devices are most 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 are highly ‘clicked and purchased’; whereas jewellery, pharmaceutical products and insurance products ads do not get clicked much

Overall, the report deduces that majority of the respondents found mobile ads to be intrusive and irrelevant and they feared breach of privacy. The report highlights various aspects of mobile advertising like perception towards mobile ads, preferred ad format by end users, consumer preferences and concerns along with the effectiveness formula which works in mobile advertising.

Rajiv Dingra

Rajiv Dingra, Founder and CEO, WATConsult, said, “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 rollout 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.”

WATConsult is a decade-old leading and most-awarded digital and social media agency from India, founded by Rajiv Dingra in 2007. It currently has five other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT and Recogn, which offer varied digital services.


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