In France, the digital advertising market has grown steadily since its inception, growth slowed in recent months due to the health crisis, but which according to the e-pub Observatory should start to rise again in 2021.
With nearly 6 billion euros in turnover in 2019 (+ 12% compared to 2018), it is a market representing challenges for all players in the sector (agencies, advertisers, etc.) colossal economic, in particular through e-commerce or even the monetization of websites.
A changing advertising market
With 43 million mobile users in France in 2019, the mobile phone in its “smartphone” version is the object of much envy.
Indispensable for communicating with loved ones, surfing the Internet or checking e-mails, the mobile exceeded the desktop for the first time in 2018 in terms of advertising investment, and this trend was confirmed in 2019 since they represent now 70% of investments made by advertisers.
According to Bertrand Jonquois , administrator of the Mobile Marketing Association France and rapporteur of the association’s “mobile commerce” commission:
If however the uses and practices of Internet / mobile users evolve, the fact remains that, as for other media (television, computer, etc.), advertising is still perceived as intrusive. Several questions then arise: why is advertising so perceived? And how can companies act to change this perception?
As part of our work , we asked ourselves how to reduce this advertising intrusion perceived by Internet users / mobile users in order to generate a positive attitude from the latter towards mobile digital advertising. Several avenues have emerged that should be explored by advertisers in order to optimize the effectiveness of their digital advertising campaigns, but also to preserve their brand image.
It emerges in particular from our conclusions that offering Internet users / mobile users a quality browsing experience allowing them to access value-added advertising content is now more than necessary for brands wishing to preserve their capital.
Rejection of advertising
If we use the definition of intrusion according to the Larousse dictionary , it is “the fact of entering in an inopportune manner […] without being invited”.
Advertising displayed suddenly and inappropriately will interrupt the current cognitive process of Internet users / mobile users, pushing them either to avoid it by ignoring it, or to react by closing the advertising window, changing page, site or application, for example by installing a dedicated Adblock-type solution to block it and prevent it from being displayed …
This phenomenon, identical whatever the medium, is however not recent. Indeed, for television, who has never changed channel or even lowered or even muted the sound during the broadcast of commercials? Whether targeted or not, advertising has always irritated .
Today, Internet users are tired of digital marketing and aspire to a more serene navigation, marked by freedom.
Adapt the exhibition route
Our conclusions first indicate that the choice of advertising format remains a determining factor. Indeed, some advertising formats are considered more intrusive than others by mobile users. The Interactive Advertising Bureau France (IAB France) provides advertisers and agencies with a number of recommendations as to which formats to favor or to ban.
Although this document does not mention the latest formats deployed, it has the merit of existing and should be valued by a greater number of people.
The screen of a smartphone being significantly smaller than that of a computer, the intrusion perceived by the mobile user can be exacerbated since his room for maneuver is found all the more limited. It is therefore necessary to adapt the advertising format to the size of the screen.
Then, it would be advisable to ensure the perceived congruence of the advertisement. The advertising displayed must on the one hand be relevant and comply with the expectations of Internet users and on the other hand, to integrate perfectly in terms of format, location, content … on the site or the page viewed.
Finally, special attention should be paid to the perceived usefulness of advertising. Advertising must be a source of value. The days of “advertising for advertising” are now over. This is why any displayed advertising must bring a benefit to the consumer, whether it is a commercial advantage (promotions, good deals, etc.), information or entertainment.
In order to offer a quality and adapted experience, marketing professionals must define an optimal online advertising exhibition path, with congruent formats, useful content, all while establishing a relationship of trust based on an exchange. win-win in order to generate a more positive attitude towards advertising.
This article was originally posted on Mobile digital advertising: how to reduce the intrusion perceived by mobile users?