Mobile ad study finds 'strong impact' on awareness

UK -- A Millward Brown study into the effectiveness of a mobile advert has found it had a strong impact on respondents’ awareness of the product, and likelihood to consider buying.

Hazel Freeman, senior account director at Millward Brown, said the success of the ad – a simple banner on a mobile web portal – reflected effective targeting, as well as the ‘novelty factor’ of mobile advertising.

In a survey of around 500 young male consumers conducted with mobile marketing agency Aerodeon, the ad was found to increase awareness by 30%, and purchase consideration by 23% among users of the product and 11% among non-users.

Freeman told Research: “It’s new to consumers, it’s something different. The early movers in the market can benefit from that, and the relevance and context will continue to be positive.”

Providing consumers with appropriate, targeted material is crucial to ensuring mobile ads retain their power beyond the honeymoon period, and don’t become an annoyance, said Freeman.

Millward Brown’s director of global innovation, Duncan Southgate, said that although direct comparisons with other media cannot yet be made because of methodological differences, the increases in awareness and purchase consideration were “strong by any measure”.

“Marketers need to measure thoughts as well as thumbs when it comes to mobile advertising,” said Southgate. “Looking just at click-throughs or site visits provides no indication of what people feel about brands which advertise in this relatively new medium.”

http://www.research-live.com

Bron: Research Magazine