UK: Mobile ads unpopular, print ads relevant

Posted by Jean Yves Chainon on June 19, 2008 at 8:48 AM

Mobile advertising is the most unpopular ad format in the UK, according to a study by Dynamic Logic. Print ads (newspapers and magazines) are both the most popular and considered the most relevant.

Said Christina Goodman, Director of Global Marketing & Business Development, Dynamic Logic: "What is surprising is the breadth of feelings about different advertising formats. This research shows there is a significant difference between how consumers feel about Mobile ads (70% negative) versus Newspaper ads (9% negative)."

Newspaper ads were the most popular, with 53% of consumers considering them "somewhat" or "very" positive. Newspaper and magazine ads were also considered the most relevant, at 53% and 56% respectively ("somewhat" or "very").

The study indicates that while mobile advertising may be very effective for particular demographics, it is still too early for the public to embrace it. Click below to view results for other ad formats including TV ads, online ads (which come towards the bottom of the list) and online search ads.

Source: Net Imperative through IFRA Executive News Service