Mobile consumers prefer branded content

posted: 3rd September at 03:14 PM

Advertisers should stick to branded content to avoid irritating mobile phone users with their promotions, according to a recent report by media agency Universal McCann. The study found that adverts displayed on mobile internet pages or in mobile TV clips annoyed 61 per cent of respondents.

Of course, here at hubbub we’ve known for a while that the interruptive advertising model is crumbling – this piece of research just shows that the effect becomes even more pronounced when the medium is a mobile phone. Just as well that we’re already in the process of developing our first content initiative to exist solely on mobile. We can’t tell you what it is yet (it might ruin a lovely surprise for some very special people), but keep an eye on the blog to find out.

posted by: hubbub