Christmas campaigns failing to engage on mobile

Almost half (44%) of mobile users claim not to have seen a single Christmas ad, despite the fact that almost £5.6bn will be spent on marketing over the festive season, according to new data from TubeMogul. Among the wider population this figure falls to just 30%. Having polled 3,200 UK mobile users, the data found TV accounts for the vast majority of views, at 55%, ahead of social media on 17%. Just 14% say they have seen a Christmas ad on mobile, which is just ahead of desktop viewings on 14%. The figures suggest brands are failing to engage with consumers on mobile at Christmas, with 77% of the respondents stating they “don’t like or enjoy mobile Christmas ads”. This data is particular a concern given media consumption on mobile and mobile ad spend continue to grow.