Parks Associates Blog

Tuesday, January 26, 2010

Mobile Ads You Can't Escape

Mobile ad company Crisp Wireless has introduced a fixed placement unit for smartphones that stays onscreen as a user scrolls up or down on a mobile Web page. The new "Adhesion" ads support rich media formats like expandable, tap-to-call and tap-to-video as well as the ability to share, close or save, or ad content via email or social networks.

But what if users aren't so enamored of the in-you-face factor of the new ads? A Crisp Wireless spokesman emphasized that people can close the Adhesion ads -- unlike most banners -- and that the ads can be set to only reappear once someone stops scrolling down a page. That feature also helps prevent accidental click-throughs, he said.

Nearly four in 10 consumers don't want to receive mobile ads for any reason -- and less than 20% recall seeing a mobile ad, according to data released by technology research firm Parks Associates last November. The fixed ads are designed to ensure that people don't ignore or forget mobile ads so easily. The trick is to achieve this without alienating users.

For the entire article, click here.

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