Sydney, Sept 24 (ANI): Marketing firms seeking to promote a product or a service do not consider smartphones as a great medium to reach consumers, says a report.
One of the reasons why smartphones do not work well as a medium for many advertisers is the 'size' of the ad.
"Size absolutely does matter," the New York Times quoted Christine Chen, the director of communication strategy at Goodby Silverstein and Partners, an ad agency in San Francisco, as saying.
"If you look at the real estate available on a smartphone, it's really sad compared to not just banner ads on the web, but also to TV, print and outdoor advertising," Chen added.
According to the paper, advertisers are also limited by what they can find out about smartphone users.
It's not technically possible to use cookies with smartphone apps the way it is with a browser.
On the Web, publishers typically record users' actions so that advertisers can make an educated guess about a user's identity and interests, the paper said.
Another reason advertisers don't value smartphone ads is that users tend to lack a receptive mind-set when using their phones, it added.
"It's an activity you do for a short burst of time. It's very functional, That is not a good time to try to make users stop what they are doing and give their attention to an advertiser's message," Chen said.
Mark Himmelsbach, director of digital strategy at BBDO North America, said that most marketers take care to limit the size of ads on phones "so as not to irritate people."
"Mobile ads are relegated to a tiny portion of the screen and are often invisible or ignored by consumers," the report quoted him, as saying.
According to the paper, he also pointed out that 'mobile display ads give us the least amount of creative opportunity.' (ANI)