Mobile ad campaigns increase brand metrics: research
Published: 25 Aug 2008
Mobile advertising can be an effective medium for raising brand metrics throughout the purchase funnel, according to research company Dynamic Logic.
The company, which has completed over 30 AdIndex® for Mobile research studies in the US and the UK to measure the branding effects of mobile advertising campaigns across a number of industry sectors, suggested the effectiveness of the medium after comparing people exposed to the mobile campaigns to those not exposed. The initial performance averages from 21 studies.
As per the findings, an average increase of +23.9 percentage points in Mobile Ad Awareness shows that these campaigns generally cut through and grab users' attention. Average increases in Brand Favorability and Purchase Intent of +5.4 and +4.7 percentage points, respectively, support the ability of mobile advertising to change consumers' attitudes towards a brand and to drive intent to purchase.
Part of the reason for these positive increases may be a result of the newness of the medium. People may be intrigued and pay more attention to the advertising on their mobile phone since it is presented on a smaller screen and is located in a less cluttered environment compared to the Internet, according to Dynamic Logic.
More research and campaign analysis is needed to help marketers understand what will continue to work best on mobile devices.
Dynamic Logic's latest AdReaction Study shows that only 26 percent of people in the US have used their mobile phone or wireless device to connect to the Internet. While reach may still be small, this will most certainly grow as providers offer more competitive packages for consumers to use their mobile phone to access the web.
"Certain brands may be able to reach a more targeted audience of consumers via mobile branding campaigns on WAP sites. Reaching a smaller, but more engaged and relevant audience may provide a worthwhile return on investment. Mobile advertising is not going away, and now may be the best time to test out the waters before consumers force brands to jump in head first," stated the company.
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