UK consumers are twice as likely to interact with mobile ads related to the location they are at than generic ads, showing the importance of relevance when serving ads.

According to a survey of 2,000 UK adults, commissioned by Verve and conducted by Censuswide, 34 per cent of respondents said they would be likely to interact with an ad that related to where they were at a specific time compared to just 17 per cent saying they would interact with a generic ad. Moreover, 33 per cent of those that engaged with mobile ads said they would interact an ad related to where they plan to be in the future.

The research also found that 56 per cent of consumers think most ads on mobile are dull or boring with just 11 per cent finding them helpful. On top of this, mobile ads are deemed to be not fit for purpose majority of the time. 78 per cent of Brits having seen ads that are too small to read or contain too much text.

“It is evident that more needs to be done to ensure advertisers are making full use of the data sources available to create exciting ad experiences on mobile. The key is to begin any campaign plan with a strong and robust objective, followed by a smart understanding of creative executions to build the best possible experience,” said Ian James, international general manager at Verve.

“Too often people are either ignoring ads because they are simply not relevant, or they find it difficult to see creative on their mobile devices.

“As an industry we need to be working together,” James continued. “Firstly, to ensure advertisers are unlocking the power of various data sources, including location insights, when producing their ad creative. Secondly, to make brands aware of how to identify data that is both accurate and precise to make sure ads are as relevant as possible. Finally, to educate brands on the multitude of creative formats that work specifically for mobile.”