Our EMEA MD, Libby Robinson spoke to Raconteur for The Times about how ad-blocking is an opportunity to improve advertising on mobile.
Here’s an extract from the original article:
Customer centricity
Ms Robinson of M&C Saatchi Mobile believes annoying, interruptive ads are the single biggest “frustration” for consumers and this has driven the adoption of ad-blocking. Despite the efforts of reputable, leading companies to clean up the mobile ecosystem, she warns: “Unfortunately, there have been an increasing number of rogue ad players looking to monetise by duping consumers into unintended engagement.”
She says it is not difficult to give people what they want. Being able to skip ads and being able to stop ads that slow page-loading are the top priorities for consumers, according to Ms Robinson. “This demonstrates that there is still a lot of work to do on the basics,” she says. “Advertisers need to understand that you can’t just repurpose print or digital ads for mobile; you need to design for the screen and most importantly for the consumer.”
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