For Smartphone Owners, Mobile Ads’ Relevance Less Important Than Level of Disruption

Image may be NSFW.
Clik here to view.Marketers may be too interested in the concept of relevance, at least when it comes to mobile advertising, according to a recent Celtra-commissioned study [download page] conducted by Forrester Consulting. As the report reveals, brands believe that relevance is the most important factor in creating a better user experience with ads. But for smartphone owners it takes a back seat to the level of disruption the ad has on their current activity. (more…)