Dive Summary:
- LoopMe, a UK tech company, is releasing technology that collects all targeted mobile ads into an "ad inbox" in an effort to reduce the noise of mobile ads towards consumers.
- Some advertisers have shown reserve wondering if this will remove the effectiveness of ads as consumers can ignore ads easier.
- Stephen Upstone, LoopMe CEO, says the product is actually improving consumer interaction with mobile ads.
From the article:
“Five to 10 percent of people who come into an app with our inboxes will go into that inbox,” he says. “And that’s been pretty consistent. And what they get when they go into the box is often a selection of offers, but with the officers all consolidated into a single screen, this appears to perform better than individual banners, he notes. Once you are in our inbox, response rates are 10 times better than straight banner ads,” Upstone claims."
