BOSTON, Dec. 13, 2016 /PRNewswire/
Celtra, the leading creative management platform for digital advertising, today released results from a commissioned study, “The Mobile Ad Experience Matters To Your Media ROI,” conducted by Forrester Consulting on behalf of Celtra. The study found that brands who prioritize creative see improved customer response rates and achieve higher brand recognition.
Forrester predicts that mobile advertising spend will increase by 24.5% year over year through 2020. The research study commissioned by Celtra notes that if ad spending continues to increase without an improvement in ad UX quality, the result will be an increased use of ad blockers by consumers, which could create longer-term issues that can damage the entire digital ecosystem.
“Smart advertisers have a significant market opportunity to drive high levels of customer engagement and sustained competitive advantage by leveraging strong creative in their mobile ad campaigns,” said Mihael Mikek, Founder and CEO of Celtra. “Many brands have yet to realize the full potential of mobile advertising and will benefit greatly by refocusing their efforts on quality and the user experience. This will ensure that mobile ads are more relevant, less disruptive and, ultimately, more engaging to consumers.”
