SmartMobs: How users experience new kind of mobile ads

Transcription

1 SmartMobs: How users experience new kind of mobile ads Minna Kulju, Human Driven Design, VTT Participants and Research questions Who: Company partners: TBWA, Starcut software, Nissan, Sanoma News Research partners: VTT & UTA (CIRCMI) Why: How will audience accept, respond to and experience new kinds of mobile advertising concepts? How mobile advertising products and concepts that are easy to sell, buy and implement can be created? How do advertisers and media see the business value of new advertising concepts and optimise the business benefits? 2

2 Consumer study methods and participants How: Two shopping mall studies - 1st in Tampere Hervanta - 2nd in Lempäälä Ideapark Participants: 1st shopping mall case - Overall 18 participants: 11 male, 7 female - Average age 33 (youngest 18, oldest 65) 2nd shopping mall case - Overall 17 participants: 9 male, 8 female - Average age 28 (majority (47%) years old) - 55 respondents (35 male, 20 female) - Average age 37 3 Results Shopping mall case 1: For consumers main reasons to use mobile ads/advertising services were: - To get useful information - To have new experiences - To save time - To get financial benefits Conclusions: - The lifespan of the service effects significantly to design issues - Mobile service has to bring added value to a user in a specific context - Mobile services reach only a specific group; they do not exclude the importance of other channels - Technology disturbs some users, and attracts few. Thus, technology should be dispelled 4

3 Results Shopping mall case 2: Swiped ad experiences: - The usability of mobile ad is important to prevent consumer s frustration - Ads should have enough content and information to raise up consumer s interest - Especially in mobile context the extra pop-up windows should be prevented Conclusions: - Using familiar hints from other context would ease ad s usability - The size of the ad is important if the user is able to manipulate the ad - Using fancy or impressive features in ad could arose consumers interest towards it 5 Results Ad was experienced easy to use Interacting with ad was experienced to be intersting Respondents wished more information about the product to the ad Most of the respondents (65%) would not book the test drive via mobile ad 6

4 Results Mainoksen navigointi oli selkeä ja hauskasti toteutettu Erittäin hyvä tapa mainostaa mobiililaitteella, koska pieneen tilaan saatiin liukuominaisuuden avulla paljon tietoa. Tällä tavoin saadaan samaan tilaan mahtumaan enemmän viestiä ilman että täytyy siirtyä pois siitä jutusta jota varsinaisesti tuli lukemaan Moni saattaa jättää kokeilematta mainosta, koska yleensä bannereita klikkaamalla aukeaa uusi ikkuna. Tavallisesti estän mainokset selaimessa, koska pidän niitä häiritsevinä. Mainos ei tarjonnut tuotteesta riittävästi informaatiota, joten en tämän mainoksen perusteella varaisi koeajoa. 7 Conclusions Consumers often think that mobile ads are irritating -> by ensuring that the ad did not affect to the usage of real content it is also possible to affect to the acceptance of ads -> by offering interesting way to interact and enough content it is possible to raise up consumers interest towards ads The usability and especially the malfunction of ad could affect to the consumers opinion about the advertised brand -> before launching the ad for wider use ensure that it really works If you ask customers contact information they are quite sceptic that they will get a massive amount of junk mail in the future 8

5 Kiitos! 9