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The Effectiveness of Mobile Advertising on College Students. Matthew Abadie, Kelsey Alcide, Sofia Morales, Caroline Smith, Ryan Teng. Executive Summary. Objective : Identify what would improve the effectiveness of mobile ads among college students. - PowerPoint PPT Presentation
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Consulting Skills and Frameworks
Matthew Abadie, Kelsey Alcide, Sofia Morales, Caroline Smith,
Ryan Teng
The Effectiveness of Mobile Advertising on College Students
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Executive Summary
Objective: Identify what would improve the effectiveness of mobile
ads among college students
Interference with what students are doing
Placement on the smartphone
Targeting
Recommendation: To increase effectiveness advertisers need to
improve particularly in the following areas:
Get better data on the demographics and psychographics of people
downloading different apps
Make the advertisement relevant to what application the students
are using
Place ad on the top or bottom of the page, not a pop-up.
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R1: Why do college students find mobile ads annoying?R2: How
effective are mobile ads in influencing shopping habits of college
students?R3: What would improve the effectiveness of mobile ads?
Methodology: Survey, convenience sample
Background on research method
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Smartphone ownership is wide spread
Chart1
0.6
0.2375
0.15
0.0125
Type of Phone
Sheet1
Type of PhoneColumn3Column1
iPhone60%
Android23.75%
Blackberry15%
Other1.25%
To resize chart data range, drag lower right corner of range.
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Mobile ads are annoying.
Responses to the statement above:36 percent strongly agree41
percent agreed (consistent with literature review)Male vs. Female
Response47 percent of females strongly agreed28 percent of males
strongly agreed When rating experience with mobile ads, only 1
percent said they would love to see more.
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Top five reasons:Interruption 35%Waste of Time 12.5%Take up
screen space 12%Irrelevant products 11%Other 7%
Why are mobile ads annoying?
They are annoying because they limit my productivity and interfere
with my overall search query.
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Frequency and pervasiveness of advertising influences attitude
towards mobile ads
6.7 percent commented on the frequency of the ads
Ads are already so prevalent on TV and the Internet. Having them on
my phone too, interrupting my games gets old.
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Intrusive nature of advertising creates negative
perception
Cell phones are for personal use
Used to communicate with family
Invasion of privacy
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Ads take room of an already small screen
Interrupted activities
Ads often take up the whole screen
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Targeting is not effective
10.83% of respondents found mobile ads not relevant to their
needs
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Although students tend to be more tech-savvy, mobile shopping is
not as prevalent as many think59% have never made a purchase on
phone
Mobile shopping is not prevalent
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Items bought using mobile phone range across different
categories
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90 percent of users own a smart phone, but:11 percent say ads are
not relevant89 percent have never clicked on an ad
Effectiveness of mobile ads is questionable
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Applying our findings
Mobile Advertising needs to improve in many ways in order to be
more effective.
Targeting: if improved, relevance will increase and users will
be more likely to click on ad.Advertisers should do more research
on what apps college students are downloading
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Interference: avoid having pop ups when users would find them inconvenient
Sponsorship: sponsor games instead of advertising on the
gamesStudents dont mind ads if they provide a free service
Applying our findings
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Applying our findings
Relevance: if add is going to run with an app, make sure it is
closely related to your product.Ex: Pandora could advertise for
speakers
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Applying our findings
Big is not always best: keep ads small
vs.
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Applying our findings
Positioning: Try to put them as a banner on either the top or
bottom of the page to be most efficient
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Opportunities are endless
Mobile users will increase 49.6% to 90.1 million in 2012
Forecasted to grow to 148.6 million by 2015
Smartphones sales overtook laptop sales this year
Millenials spend more time on their phones than watching TV, reading the paper, etc.
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Executive Summary
Objective: Identify what would improve the effectiveness of mobile
ads amongst college students
Interference with what students are doing
Placement on the smartphone
Targeting
Recommendation: To increase effectiveness advertisers need to
improve in the following areas.
Get better data on the demographics and psychographics of people
downloading different apps
Make the advertisement relevant to what application the students
are using
Place ad on the top or bottom of the page, not a pop-up.
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