Study: Mobile advertising effective in lifting brand metrics
By Erina Lin, Tuesday 2 September 2008 at 19:37 :: Advertising :: #2211 :: rss
Mobile advertising could be an effective tool for lifting brand metrics during the purchase process in the United States, according to the aggregate results of mobile branding research studies by Dynamic Logic.
According to the study, 23.9 of respondents said mobile ads had a positive impact on brand awareness, and 5.4 percent and 4.7 percent of respondents said mobile ads helped increase brand favorability and purchase intent, respectively. This shows advertising has the ability to change consumers' attitudes toward a brand and to drive intent to purchase, Media Post reported.
These studies are based on 21 mobile ad campaigns across several industries, including alcohol, automotive, consumer electronics, CPG, entertainment, financial services, retail, telecomm, and travel.
“The averages could change as the number of campaigns increases, so any comparison made to them is directional,” Media Post stated.
Part of the reason for these positive increases may be the newness of the medium. People are likely to pay more attention to mobile advertising because it is presented on a smaller screen, which is less cluttered compared to the Internet.
“… As we do more studies, we continue to build these initial averages into a normative database that can be used for a more granular look into the mobile data… the same way our database is used for online performance benchmarking and planning,” said Michelle Eule, managing director of Dynamic Logic, according to Media Post.
Kevin Arrix, senior vice president of digital sales, MTVN Networks, said that "these averages clearly demonstrate to marketers that mobile is an increasingly powerful medium for communicating ad messages and engaging with today's consumer… Having initial averages to compare a campaign's performance against can serve as a guideline to what's working and what's not in these early stages of the medium," Media Post reported.
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