A poll of smartphone users conducted by Azullo, the firm behind advertising service Respond, has found that a clear majority are unable to recall a single advert on their browsers or apps, suggesting that they’ve become completely inured to non-primary content.
The findings are likely to be bad news for any advertiser seeking to propagate their brand or product amongst mobile consumers by implying that the majority of such campaigns are failing.
The poll was sent out via email to a database of more than 1m people – to which 1,014 smartphone users responded.
Of these just 21% recalled seeing an advert of any kind whilst 53% admitted they could not recall what brands, services or products were being promoted.
Asked to explain their goldfish tendencies when presented with such ads 34% of those who couldn’t recall what was being advertised said that the adverts weren’t memorable enough, whilst 39% said such ads were too ‘distorted’ by not being properly optimised and 17% confessing to simple bad memory.
Guy Cookson, co-founder of Respond, said the following; "Most mobile ad formats are adapted from desktop. Banners ads are squeezed to fit far smaller spaces, with resulting compromises in clarity. Graphical ads are also often slow to load over mobile networks. This is no way to engage an audience, to invite discovery, to inform and delight.”