Mobile likes to break the rules. It doesn't encourage the same predictable behavior of television, radio, or even digital. Consumers use their mobile devices wherever, whenever, and however they like. And though that flexibility is a delight (and an addiction) for consumers, it can present a challenge for advertisers.
Marketers once could operate on assumptions about a given user experience—if consumers are watching prime-time TV, they'll expect an ad—but the mobile experience is much more ambiguous.
Moreover, the consumer relationship with brands has evolved. You can attribute that change to tech-savvier audiences who now have at least a foundational understanding of advertising and targeting and to the sheer volume of media and brand messages that audiences need to navigate.
As a result, consumers are quick to react to experiences they deem ill-fitting or intrusive. They've learned how to skip or block ads. And they have any number of platforms with which to vent on the subject.
What Advertisers Need to Recognize
What marketers must keep in mind is that not every mobile experience represents a strong engagement opportunity.
Ads are still delivered without consideration of the nuances of consumer experience. In other words, if there's an ad call today, there will be an ad delivered. And though this practice might ensure ad dollars flow, it comes at the expense of consumer experience, the long-term value of publisher inventory, and brand impact.
So, advertisers must be attuned to the wild card in mobile ad performance: ad receptivity.