Mobile Advertising:
User Perceptions and Preferences Automatic translate

Mobile advertising has become the largest channel in terms of spending and reach, as a significant share of global internet time is spent on smartphones, driving e-commerce and audience attention to mobile ecosystems. According to industry reports, mobile traffic and time spent in apps are creating the foundation for growth in in-app monetization and video formats, particularly in retail, gaming, and short-form video.

According to industry estimates, mobile advertising spend amounts to hundreds of billions of dollars and accounts for more than half of all digital placements, with in-app advertising accounting for a significant share. Long app sessions — up to several hours a day — maintain frequent exposure to advertising but also increase sensitivity to intrusiveness and data privacy issues.

The Psychology of Perception on the Small Screen

On a smartphone, attention is focused on the task at hand and limited by the screen size, so any interruption is felt more strongly than on a desktop, and creative must work within a tight cognitive filter. Personalization and relevance improve engagement, but only with explicit consent and clear value — without these, users tend to perceive the message as intrusive and reduce their purchase intent. Formats that provide choice (for example, click-to-play instead of autoplay) reduce irritation and increase willingness to engage by maintaining a sense of control. Contextual integration into the content consumption flow, as well as matching the moment of device use with location, enhance ad acceptance and retention, while maintaining privacy.

Personalization and relevance

Relevance is determined not only by interests but also by the current task, time window, and usage scenario — from shopping to entertainment — and works best when data sources and targeting objectives are explained in simple terms. Segmentation based on in-app behavior and soft signals (e.g., content category) is more easily tolerated than tracking sensitive parameters like precise geolocation without transparent permission. Moderate frequency and quick creative fade after interaction reduce ad fatigue and increase overall brand loyalty. Younger audiences note that personalization should be combined with control — the ability to manage ad themes and types increases adoption and trust.

Formats that users like

• Native in-feed ads with clear branding and concise visuals increase engagement when they are relevant and don’t interrupt the main experience.
• Click-to-play videos with short duration and helpful sound prompts are perceived more naturally than autoplay videos with sound.
• Interactive formats — surveys, mini-games, coupons — function as micro-tasks and provide a sense of reward with a low attentional load.
• In-game advertising in mobile games with soft opt-ins, such as rewarded ones, delivers significant engagement when delivered at the right frequency.
• Context-sensitive messages that do not require precise geolocation increase usefulness and reduce the risk of consent withdrawal.

Formats that cause rejection

• Full-screen interstitials and overlays with a miniature close button are considered intrusive and cause brand blindness.
• Autoplay videos with sound are perceived as intrusive, increasing the desire to skip or close the app.
• Aggressive push notification requests without context or benefit lead to mass rejections and blocks.
• Frequent repetition of the same creative leads to fatigue and negative brand attribution.

Perception of obsession and its consequences

Intrusiveness is a combination of unwanted intrusion, inconsistency with the user’s goal, and lack of control that reduces ad relevance and behavioral intentions. Even with high relevance, a privacy violation or unexpected screen takeover nullifies the ad relevance effect and leads to future ad avoidance. Empirical studies have found a link between the feeling of intrusion and the development of resistance strategies, ranging from ignoring and blocking ads to negative reviews. The moderator effects of age and gender suggest the need for audience testing and careful selection of interactivity levels.

The Role of Trust and Privacy

Users expect clear explanations of what data is collected and why, want to manage permissions, and have a simple way to disable personalization without affecting core app functionality. Research shows a growing sense of control among some users when privacy settings are accessible in one or two steps and accompanied by clear example use cases. Reducing reliance on precise geolocation and shifting to probabilistic and contextual signals helps maintain relevance without violating privacy expectations. Transparent ad labels and clear "why shown" indicators increase adoption and reduce complaints.

Video advertising on smartphones

Short vertical videos with cues in the opening seconds achieve higher retention if the dominant visual content is read without sound, and subtitles are helpful in audio-less environments. User-initiated launch and volume control reduce irritation and increase the likelihood of viewing, especially when telling a story sequentially across several short fragments. Small-screen formats — close-ups, simple scenes, and clear, contrasting colors — increase message visibility and comprehension. Delayed call-to-action and easy transitions to an app or product page reduce the feeling of being pulled out of the current task.

Advertising in mobile games

The gaming environment allows for the integration of advertising without disrupting the flow, as long as the reward is clear and the frequency is limited — this creates a "value exchange" and maintains high adoption rates. Reward videos, soft placements, and cross-promotions of products related to the game’s context are perceived neutrally or positively when they don’t interrupt critical moments of gameplay. Mistakes — showing overlays before the final action of a level or forced timers — create feelings of unfairness and encourage ad avoidance. Different genres require different doses: casual sessions tolerate more short touches, while hardcore sessions require rare but capacious formats.

Native and news feed

Ads that visually match their surroundings and have clear labels benefit from being read at the feed’s pace and from the natural connection between the text and image. Concise headlines, specific benefits, and a single dominant visual element increase click-through rates without disrupting the experience of surrounding content. Successful variations achieve results with minimal frequency thanks to segmented creatives and repeat restrictions, which is important for maintaining loyalty. For younger audiences, a combination of short videos and native text with clear labels works well — this maintains trust and reduces feelings of manipulation.

Contextual and geo-contextual relevance

Contextual signals — page topic, session type, time of day — ensure good relevance without the use of invasive personal identifiers, which positively impacts adoption. Geocontext — city, region, or location category, obtained with low accuracy or system suggestions — reduces the risk of violating privacy expectations compared to precise coordinates. "Nearby and now" messages are effective when they offer a clear benefit: a nearby discount, fast pickup, or a limited-time offer conveyed in simple language. A clear reason for contacting — "we’re showing this because you’re nearby" — helps build trust and reduces permission revocation.

Generational preferences and cultural differences

Younger users are more willing to engage with short videos, interactive experiences, and in-app rewards if clear personalization settings are provided. Older users prefer more relaxed formats — text-image interactions, native content, and coupons — and value transparent terms and a lack of noise. In regions with high privacy sensitivity, contextual approaches and clearly explained data processing rules perform better. Gaming audiences across all countries respond positively to honest value exchange, but quickly reject coercion and repetition without new value.

Performance Measurement and Attribution

On mobile, early behavioral signals — stops of scrolling, gestures, and complete views — predict outcomes more accurately than raw impressions, so optimization should be based on qualitative events. Due to identifier limitations, the role of aggregated metrics, experiments, and media mix modeling is increasing to assess impact without detailed personalized tracking. Formats with user-initiated elements (click-to-play, opt-in notifications) improve attribution by capturing clear intent. Creative testing — variations in length, tempo, and visual cues — has a disproportionate impact on mobile, where the first few seconds can be decisive.

Privacy by default

The public expects "privacy by default" and data minimization: collecting only what’s needed, for the right period, with clear controls and consent revocation in a one- or two-tap interface. A successful presentation involves short screens with examples of "what permissions provide," a choice of levels, and quick rollbacks, which creates a sense of control. Contextual and cohort-based methods mitigate risks while maintaining relevance, and an explanation of the logic behind the presentation reduces wariness. Research also records increased interest in listening and background access settings, where clear indicators and switches increase trust.

Shopping and commerce on a smartphone

The growing share of mobile transactions increases the demands on the advertising path: fast transitions, adapted cards, and one-tap payment methods. Reducing the steps from impression to payment increases conversions if the CTA and subsequent screens meet the expectations of the creative. Reminders and retargeting are more tolerable in apps when they are limited in frequency and have a specific reason, such as a new discount or product availability at a nearby location. Social signals and user-generated content increase purchase confidence during short sessions, especially for mobile impulse purchases.

Short attention span and micro pause games

Smartphones are often used "between tasks," so microformats — 5-10 second videos, a card with a single point, a swipe-up survey — fit into the rhythm of life and are easier to digest. During breaks, users prefer light engagement and a clear benefit: a promo code, a quick test, a quick product preview. "Inappropriate" times — when the task is urgent — increase irritation, highlighting the value of frequency limits and intelligent delivery planning. During longer in-app sessions, slightly more complex formats are acceptable, but with control — click-to-launch, a clear close button, and no auto-mute.

Emotions, trust and brand identity

On a small screen, a clear symbol or product image works well, easily recognized in a split second, without cluttered layouts. The tone of communication — respectful, calm, and non-pressuring — increases willingness to listen and reduces resistance, even to repeated contact. Simple language for promotions and return policies reduces uncertainty, which is especially important in mobile commerce. Consistent visual code across creatives, coupled with reasonable variety, helps prevent fatigue and maintains a coherent experience.

Preferences for frequency and duration

For native ads in the feed, the comfortable frequency is lower than in the desktop environment, and creatives should be rotated more frequently due to rapid burnout on a small screen. Videos up to 6-10 seconds long offer a high likelihood of being watched to completion, while a series of short episodes is preferable to a single long video. Interstitial formats require strict capping, otherwise they quickly lead to avoidance and complaints. In gaming sessions, the dosage is determined by tiered logic: ads between segments with a clear reward are perceived more gently.

Awareness of eavesdropping and background access

The public is concerned about the possibility of background audio signal collection "for advertising" and expects clear indicators and controls for such features in the settings. Researchers note that the feeling of lack of control increases negative attitudes toward advertising in general, even when no actual collection occurs. Communicating the operating principles — explaining which signals are used and which are not — reduces anxiety and increases loyalty. A simple policy of "minimal collection, clear reasons, quick opt-out" confirms expectations and reduces churn.

Features of user paths in applications

Day one events — registration, setup, first search, or first view — offer a rare opportunity to clearly explain personalized ad and notification preferences. Product prompts explaining why ads are shown and options to "show fewer of these ads" reinforce a sense of control and increase tolerance for relevant ads. Middle screens — such as the shopping cart, profile, and order history — shouldn’t be overloaded with ads to avoid disrupting critical tasks. Push and in-app notifications benefit from clear timing and usefulness: delivery status, price drop alerts, and repeat purchase reminders.

Saturation effects and advertising fatigue

Repetition without novelty creates a "deaf" effect after just a few impressions, especially in narrow segments where creatives reach the same people. Eliminating fatigue requires shorter ad lifecycles, visual variety, and adequate session frequency. Mixing formats — native, short video, rewarded video, and soft notifications — reduces the buildup of irritation. Monitoring complaints and hiding is a quick indicator that a creative or frequency has exceeded comfortable limits.

Sustainable practices and accessibility

Lightweight creative, optimized images, and reasonable video restrictions help reduce data usage and improve loading speeds, which improves user satisfaction. Text alternatives, subtitles, and adequate contrast are essential for accessibility and readability on screens in various lighting conditions. Eliminating auto-sound and providing customization options help users in public spaces and with environmental restrictions. Low battery and background resource consumption contribute to the overall app and ad satisfaction.

New formats and caution

Augmented reality and in-camera "try-ons" support engagement in useful scenarios, but require voluntary opt-in and clear explanations of sensor access. Short live videos and streams provide a sense of presence and feedback when the presenter respects the audience’s pace and doesn’t overwhelm them with suggestions. Growing monetization through creators imposes requirements for labeling and partnership disclosure, which maintains trust. For minors, additional transparency and protection from hidden integrations and intrusive advertising are needed.

Practical Parameters to Increase Acceptance

• Clear labeling and "why shown" per tap means fewer complaints and greater trust.
• Click-to-play videos, no auto-sound, and brevity mean less irritation and more viewings.
• Frequency limiting and creative rotation means less fatigue and more consistent brand metrics.
• Contextual relevance over precise geolocation – respect for privacy and acceptable appropriateness.
• Rewarding attention in games is a positive exchange under fair rules.
• Simple, accessible texts and visuals ensure clarity and reach across a variety of contexts.

Mistakes that undermine effectiveness

• Forced interstitial screens, especially during critical tasks, quickly lead to rejection and negativity.
• Audio launched without consent is contrary to the expectations of the mobile environment and leads to shutdowns.
• Collection of sensitive data without clear need or explanation is the reason for complaints and removal of apps.
• The same creative approach for weeks without rotation leads to accelerated fatigue and increased concealment.

Quality signals and simple criteria

• Consent: asked at the moment when it is justified by the benefit, and not on the first screen “just in case”.
• Control: there are switches and themes, and refusal does not deprive basic functions.
• Ecology of attention: advertising does not take over the screen while the user is solving a problem.
• Pure creativity: one message, one visual accent, clear CTA.

Trends for the coming years

Growing time spent in apps and smartphone commerce will support in-app advertising and short-form video, while audiences will be more demanding of privacy and control. Measurement models will rely more heavily on experiments, aggregated signals, and context, with less reliance on personal identifiers. Interactive and rewarded formats will continue to grow if they remain optional and have fair terms. Content creators will be held more accountable for disclosing advertising integrations, especially when targeting younger audiences.

A quick checklist for advertisers

• Check the appropriateness of the moment of presentation and do not interrupt key actions.
• Offer choices: click-to-play, clear close button, flexible frequency.
• Explain why this ad is shown and how to change your preferences.
• Use a short vertical video with subtitles and a strong first frame.
• For games - reward, predictable moment of display and capping.
• Reduce reliance on precise geolocation by moving to context.
• Rotate creatives more frequently, monitor for hiding and complaints.

Practical Parameters to Increase Acceptance

• Clear labeling and "why shown" per tap means fewer complaints and greater trust.
• Click-to-play videos, no auto-sound, and brevity mean less irritation and more viewings.
• Frequency limiting and creative rotation means less fatigue and more consistent brand metrics.
• Contextual relevance over precise geolocation – respect for privacy and acceptable appropriateness.
• Rewarding attention in games is a positive exchange under fair rules.
• Simple, accessible texts and visuals ensure clarity and reach across a variety of contexts.

Mistakes that undermine effectiveness

• Forced interstitial screens, especially during critical tasks, quickly lead to rejection and negativity.
• Audio launched without consent is contrary to the expectations of the mobile environment and leads to shutdowns.
• Collection of sensitive data without clear need or explanation is a common reason for complaints and app removals.
• The same creative approach for weeks without rotation leads to accelerated fatigue and increased concealment.

Quality signals and simple criteria

• Consent is requested at the point where the benefit is obvious, and not on the first screen “for the sake of it.”
• Control is provided: there are switches for themes and ad types, and refusal does not disrupt basic functions.
• The ecology of attention is maintained: advertising does not take over the screen while the task is being solved.
• Clean creative: one main message, one visual accent, a clear CTA without unnecessary distracting details.

Trends for the coming years

Growing time in apps and mobile purchases will support in-app monetization models and short-form vertical video, while demand for privacy and control increases. Metrics will shift toward aggregated signals, experiments, and contextual models, with less reliance on personal identifiers. Interactive and rewarded formats will continue to grow if they remain fully voluntary and transparent. Content creators will have increased responsibility for labeling and disclosing advertising, especially when targeting young people.

A quick checklist for advertisers

• Check the appropriateness of the moment and do not interrupt the user’s key actions.
• Provide a choice: click-to-launch, a prominent “Close” button, flexible cupping.
• Explain the reasons for displaying the ad and offer quick preference settings.
• Use a short vertical video with subtitles and a strong first frame.
• For games, there’s a clear reward, predictable delivery points, and frequency limits.
• Reduce reliance on precise geolocation by enhancing context and low-precision signals.
• Rotate creatives regularly, monitor for hiding/complaints, and make changes quickly.

Additional aspects of perception

Micro-UX influences attitudes toward advertising more than one might think: the size and contrast of the close button, the distance to the edges of the screen, the absence of "false" timers, and a clear indication of the video’s duration reduce irritation. Animation kinematics are important — smooth transitions are perceived more smoothly than abrupt fades. A smooth frame rhythm and large elements facilitate reading on the go, where contact time is short. A neutral color scheme reduces fatigue, and high contrast is reserved for key elements.

Cognitive load and pace

Mobile sessions are often packed into short intervals, so text should be structured around one thought per screen and one action. Overloading users with secondary benefits reduces the chance of engaging with the target audience. It’s better to provide a linear path: immediate value, simple interest check, and a quick transition to action. Where more explanation is needed, a carousel of short cards with individual points is more effective than a single, dense screen.

Creative gestures and scripts

• For the "on the go" scenario - minimalist visuals, large typography, clear icons, and no small elements.
• For an "at-home" session, you can add a demonstration of a feature, a simple comparison, or a short case study.
• For “waiting in line” - a micro-game or interactive survey with 1-2 swipes.
• For "buy now" — a product card with the key benefit, price, delivery, and an action button leading to a pre-filled payment option.

Efficiency in different industries

Retail benefits from short availability and delivery triggers, travel agencies from contextual destination and season selection, and fintech from simple "top-up, pay, transfer" scenarios with secure delivery. Educational services rely on free mini-lessons and lesson teasers. For B2B, mobile serves as a reminder and a transition to a more comprehensive format: a checklist, a benchmark survey, or an instant consultation booking without complex forms.

Frequency modes and creative burnout

Comfort capping is lower than on desktop, and the creative’s lifespan is shorter. It’s worth planning a set of variations for accelerated rotation and flexible adaptation to audiences. Signs of burnout include increased abandonment, decreased completion rates, decreased retention in the first few seconds, and increased complaints. The best response is to replace the dominant visual, adjust the tempo and the first 1-2 seconds, shorten the length, and update the CTA.

Adaptation for a silent screen version

Most videos watched are silent, so the meaning should be conveyed through visuals and subtitles. A few short lines instead of dense text, contrasting text boxes, meaningful gestures, and the movement of the product object — all of this helps convey the idea without audio. If sound is critical, it’s appropriate to use the "turn on sound" prompt and avoid forcing autoplay.

Path after click

The landing page should repeat the ad’s promise. Speed ​​is key: lightweight images, compressed video, and minimal redirects. Forms should be short, auto-complete, and error messages should be clear. Payment methods should be fast and familiar to the region. Any discrepancy between the teaser and the landing page reduces trust and increases abandonment.

Justice and "fair exchange"

People readily accept advertising when it provides a clear benefit: access to content, a discount, a free bonus, or a faster process. In games, this is a reward with a clear price — watching a video for coins or a hint. In media, it’s access to an article with a short viewing. In services, it’s saving time or money in exchange for attention. Transparent terms and the absence of hidden mechanics maintain a positive attitude.

Ethics and working with vulnerable groups

For children and teenagers, personalization should be limited, integrations should be labeled, and hidden advertising should be avoided. It’s important not to encourage intrusive purchases or excessive time spent in the app. For sensitive topics such as health and finance, messaging should be appropriate, with clear disclaimers and access to additional information in plain language.

Compact methodological recommendations

• Plan your creative for the “first second”: a dominant image that can be read without sound, and a short caption.
• Make each version according to the scenario: path, house, waiting, purchase.
• Choose a format with human control: click-to-launch, clear closing.
• Maintain trust through transparent reasons for display and minimal data collection.
• Measure contact quality based on early signals: scroll stop, first 3 seconds, share of views, hiding.
• Update creatives taking burnout into account and regularly test the first shots.

Global differences in preferences

In regions with high traffic costs, compact and lightweight creatives are valued. In countries with strict privacy regulations, contextual cues and clear explanations are more effective. In cultures with stronger visual communication, short videos and bright icons are more effective, while in cultures with an emphasis on rationality, clear facts, comparisons, and benefit calculators are more effective. Adapting to local payment methods, delivery formats, and the language used increases conversion.

Working with notifications

Push notifications work best when they contain a benefit or important status and arrive at the right time. It’s best to offer subscriptions based on a topic or frequency, rather than "everything at once." The phrases should be short and polite, with a quick unsubscribe option. For repeat messages, it’s appropriate to add something new: a new price, a new balance, or a new expiration date.

Observed shifts in preferences

• Shift towards formats with voluntary launch and clear value.
• The rise of short vertical videos and story series.
• Decreasing tolerance for precise geolocation without clear benefit.
• Growing interest in "why this ad" and simple theme customizations.
• Stable demand for rewarded formats in games with fair rules.

The Role of Interface Design

The app interface sets the framework for how the ad is perceived. Clear areas around the ad block, proper indentation, clear labeling, and consistent typography help avoid the "trapdoor effect." The absence of "false" blocks and accurate dates and prices build trust. Dark mode requires a review of contrasts and color accents to maintain legibility.

From industry principles to operational decisions

Teams should maintain a "contact map" in the app and website: where native ads are allowed, where rewarded ads are allowed, and where ads are prohibited. Each situation should have its own frequency limits and creative rotation. A "first-second rule" standard should be implemented at the creative level, while analytics should monitor ad hiding and complaints, and at the privacy level, regular permission audits and clear consent screens should be implemented.

Professional Attention Metrics

On mobile, it’s important to measure more than just impressions and clicks. It’s also helpful to track scroll pauses, dwell time on ads, the percentage of views within 3 and 6 seconds, the percentage of silent interactions, and the percentage of disappearances, complaints, and unsubscribes. These signals are more sensitive to irritation and help quickly adjust the format or creative.

Technical parameters for fast response

• Creative weight: minimal, without heavy animations, with modern image formats.
• Rendering: Prioritize main content, then soft load ad unit.
• Video: adaptive bitrate, safe start frames, correct pause when minimizing.
• Accessibility: subtitles, alternative text, sufficiently sized clickable areas.

Case patterns

• Retail: a short video about availability and pickup today – quick access to the nearest location.
• Food delivery: static visual of the dish + lunch promotion timer — one-tap payment.
• Education: 10-15 second mini-lesson, “save and continue later”, soft retargeting with reminder.
• Fintech: 6 seconds of simple benefits without complex terminology, secure access to a pre-filled form.
• Transport: map with coverage area and wait times, "remind me later" option, no intrusive push notifications.

Resistance to manipulation and trust

The public appreciates straightforwardness: honest prices, no "from" without specifics, and genuine reviews. Artificially created shortages or unfounded timers undermine trust. If a discount is advertised, it should be available under the stated terms and within the stated timeframe. Transparency of benefits and risks makes interactions predictable and reduces resistance.

Backup scenarios

If the video fails to load, display a static poster with the key message. If a geo-signal is unavailable, switch to the city or contextual level. If the user has disabled personalization, maintain the basic experience with native blocks and common themes, without degrading the app’s functionality.

Final Rules of Practice

• Relevance, control, and clear benefit are the three pillars on which a positive perception rests.
• The first seconds are the most important: to convey the essence visually and silently.
• Less is more: one screen, one action, one benefit.
• Privacy by default and transparency are the foundation of trust and long-term loyalty.
• Rotation and testing - protection against fatigue and "blindness".
• Technicality and accessibility are the key to speed and coverage.

Mobile Performance Metrics

Assessing the quality of engagement on a small screen requires signals that reflect actual attention, not just impressions. It’s useful to measure scrolling pauses, frame visibility in the first 3-6 seconds, completion rates for short videos, and disappearance rates, as these metrics are more likely to reflect intrusiveness and fatigue. For performance goals, consider ROAS, ad spend share, post-click conversion, and incremental testing to differentiate ad impact from organic engagement.

Attribution and incrementality

Traditional last-click models distort the contribution of mobile formats, as a significant portion of their influence comes from soft pre-click signals. Lift tests with a control group help assess conversion gains when identifiers are limited and the path is spread across apps and the web. In practice, a combination of experiments, aggregated reports, and media mix modeling is used to reduce reliance on personal traces.

Retention, Frequency, and Burnout

The comfortable level of engagement on smartphones is lower, so capping and accelerated creative rotation are critical. Signs of burnout include increased cancellations and complaints, a drop in first-second retention, a decline in completion rates, and a decline in the share of high-quality clicks. The best response is to change the opening frames, reduce the duration, update the visual focus, and mix up the formats.

Formats that are easier to perceive

Native feed blocks with clear labels and short vertical videos without auto-sound are perceived more calmly than interstitial screens. Interactive mini-demos and rewarded impressions in games function as a "value exchange" if the timing of the impression is predictable and the rules are simple. Contextual relevance to the screen’s theme and session scenario reduces irritation without collecting unnecessary data.

Formats that cause rejection

Full-screen overlays with a miniature close button, autoplay videos with sound, chains of multiple interstitial screens in a row, and aggressive permission requests lead to rapid abandonment. Repeating the same creative for weeks reinforces brand blindness and negativity. An abundance of pop-ups on critical screens — such as shopping cart, payment, and card — destroys trust.

Privacy and control

Expectations today are simple: minimal data collection, a clear reason for display, and an easy opt-out with one or two taps. Relying on context and non-personal signals is better than relying on precise geolocation without a clear benefit. A "why this ad" screen and theme customization reduce apprehension, and clear example scenarios help users make decisions without feeling pressured.

Video advertising on smartphones

The message should be clear without sound: close-ups, contrasting emphasis, concise subtitles, and a clear opening shot. A series of short videos with a coherent visual system holds attention better than a single long one. Avoid abrupt cuts and expansive animation, opting for smooth transitions and a clear pause when exiting.

Interactivity and gamification

Game mechanics work when they don’t disrupt the flow: rewards after a level, mini-demo, one-swipe surveys. It’s important that opting out is as easy as participating, and the rules are transparent. The reward should be contextual: in-game coins, a discount, access to additional content.

Generations and cultural context

Younger audiences accept short episodes and interactivity, as long as they retain control over personalization. Older audiences prefer more relaxed formats with clear terms and a relaxed pace. In regions with high privacy sensitivity, contextual approaches and clearly explained permissions are more effective, while in price segments with expensive data, creative simplicity and loading speed are critical.

Accessibility and Ethics

Text alternatives, subtitles, and sufficiently sized clickable areas increase reach and satisfaction. Hidden timers, simulated system dialogue, and false scarcity should be avoided. For vulnerable audience segments — children and teenagers — personalization and hidden integrations are limited, and labeling is strengthened.

Technology and performance

Lightweight images, modern compression, and adaptive bitrate reduce latency and save bandwidth. Rendering of the main content is prioritized, and ads load smoothly, without interface interruptions. Videos are preset with safe opening frames, without sudden audio, and playback pauses gracefully when minimized.

Design for gestures and modes

Interfaces should consider the "on the go," "waiting," "at home," and "shopping" scenarios. For the first scenario, use large typography and minimal details; for the second, a microgame or survey; for the third, display slightly more features; and for the fourth, display the price, delivery, and action button all at once. It’s important that each scenario have its own set of acceptable formats and constraints.

Path after click

The landing page reiterates the ad’s promise and leads to action without unnecessary steps. Forms are short, errors are obvious and fixable, and payment methods are familiar to the region. Any gap between the teaser and the landing page reduces trust and conversion, especially on screens with short sessions.

Push notifications and in-app notifications

Subscribing to a specific topic, frequency, or timeframe reduces unsubscribes. Messages should be useful — a discount, a status update, a reminder — and delivered at the right time. To encourage repeat engagement, novelty is key: a price change, the end of a promotion, availability at a nearby location.