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 Relevance is not only closely related to an ad being found good, it is indeed same thing with it in the context of mobile advertising.

 The evaluation of an ad can happen only after the person reads it all, which is possible if the ad is relevant to the reader.

 Ads with high value of incentives easily create positive word of mouth.

 For tight budget consumers such as students, incentives are what make the ad most relevant to them but the incentives have to be in line with their needs at that moment. Additional to the usual”timing” construct, ”timing of the needs” was a new driver for relevance introduced by these group of informants.

 Trust is very important driver for relevance for incentive oriented consumers. Also good incentives make the consumer trust the brand more. Therefore there is a two way interaction between these two drivers.

 Irritation and sacrifice are the least important drivers in a goon/relevant ad, especially to ones who find incentives strong drivers for relevance. They are more open to make effort/sacrifice than ones who do not care about incentives. This is called the compensating effect of incentives.

 The relevant ads very often make the consumer act upon it however the irrelevant ones just get forgotten and/or deleted.

 Most of the times, consumer decides already by the sender whether to delete or react to the mobile ad.

 Consumers expect more relevance in mobile ads from the companies they opt in for. Because they are supposed to know more about the customer as they have registered their details and purchases into their database.

 Even if the consumer might not be interested in the advertiser company or what they are advertising, the ad might still be considered as relevant, create positive attitude and even positive WOM if it succeeds to catch attention.

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timing is very important for many people but since mobile phone can be read anywhere, the place seems to lose importance. That is true unless the informants are aware of location-based advertising.

 For some consumers context i.e. time and place do not have an effect on relevance. Location based advertising is not a fully introduced technology yet. And since the consumer does not know about its benefits for relevance, location is mostly ignored as a driver of relevance. This shows that companies should communicate the benefits better in order to introduce this relevance driver to the consumers. Being aware makes difference. (managerial)

 The perception of relevance in mobile ad context develops by the user experience. A user who had negative experiences and disturbance via mobile ads simply does not find any mobile ad relevant unless it is her, asking for it. (Irina)

 A relevant mobile ad allows the consumer make good use of it but at the same time a message is seen relevant if it is useful. Therefore there is a two way interaction between relevance and usefulness.

 Knowing what the consumer does for business and what the consumer’s interests are in life, would help the mobile ad be relevant.

 There is no proof of correlation between liking the ad and its permission status. Half of the respondents claimed the ad they found relevant/good was among the spam messages. However, if the consumer has opted in, an irrelevant and irritating ad could result not only in opting out but also in the consumer deciding not to receive any mobile ads at any time.

 Not having opted out does not necessarily show one’s attitude towards mobile advertising is positive. For some consumers, opting out takes more effort than deleting the incoming message.

 Due to past experiences, changes in attitude towards mobile ads are observed more towards positive than towards negative in all of the respondents.

 Rejection is a feedback. Brands can make use of rejection or opting-out to quit wasting their resources on wrong targets and catch more relevant audience to their products.

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by the brand. More reputable brands are trusted more and thus seen more relevant because trust is one of the most important drivers of relevance in mobile advertising.

 The more frequently consumers receive mobile ads the more they seem to be able to distinguish between which one to read which one to delete. In countries where consumer receives mobile ads more rarely, consumers are more picky and skeptical on what they receive. This results in permission driver gaining more importance in cases like these.

 A relevant ad is expected to be: Catchy, short, clear, differentiating, original, non- insisting and to the point. Its frequency has to be relevant. The sender brand is expected to be reputable and/or, honest, sincere. Although these characteristics do not seem to explain what relevance is, they make the message more noticeable, and thus drive relevance between the consumer and the ad.

 Regarding the interaction between customer and the ad/brand, relevance has 12 drivers: Trust, Incentives, Informativeness, Context, Utility, Permission, Effort, Entertainment, Usefulness, Necessity and Interactiveness. All of these drivers were previously brought by literature. Usefulness, Necessity and Interactiveness are the newly emerging ones with this study.

 For a mobile ad to be seen relevant, the brand has to know certain things about the consumer receiving the mobile ad. These are the drivers of relevance initiated by person: Interests, Needs, Timing of the needs, Wants, Desires, Demands, Likes, Education level and Socio-economical status.

 Informants' claims showed that interactiveness between the consumer and the ad would create a better fit and higher relevance for the mobile ad.

 Trust and informativeness are seen as the most important drivers of relevance in this study, whereas irritation is the least important.

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