Dive Brief:

• The third annual U.S. Mobile Path-to-Purchase Study from Nielsen, xAd, and Telemetrics suggests that users are becoming increasingly receptive and engaged with mobile ads —​ something the medium has struggled with. 
• The number of respondents saying they find mobile ads informative or helpful is up 113% from 2013 to nearly 50%. 
• Additionally, 40% admitted to clicking on mobile ads, with half of those respondents going on to perform secondary actions like viewing a referral website or search for additional product information. 

Dive Insight: 

While the majority of respondents still found mobile ads annoying, it's promising that attitudes about their value are changing. Any advertisement will have to overcome feelings of annoyance — it's just part of the game. What's even more impressive is that so many are actually engaging with the ads by clicking and taking secondary actions. This is likely the result of a combination of factors: Increased mobile use, progression in mobile ads, and changing attitudes about mobile ads.