Findings from the first research project into the effectiveness of mobile phone advertising in the UK, conducted by Millward Brown for Aerodeon, have just been released.
Conducted using mobile phone survey technology, the research measured how much ad awareness and brand consideration was generated for a global grooming brand by a simple banner ad shown on a UK mobile web portal.
The research showed that branded ad awareness increased by more than 30 percent. Future purchase consideration also increased by 23 per cent among users of the brand and 11 per cent among non-users.
Conducted in August, the research project measured the opinions of more than 500 male consumers between the ages of 18 and 35 years over a four-week period while the ad aired. Short 3 minute surveys were conducted via mobile phones using WAP technology.
The study used the ‘AdIndex for Mobile’ design created by Dynamic Logic which meant that half of the respondents were exposed to the advertising - a branding banner incorporating a competition.
The other half of respondents were not exposed to the advertising. Differences between the two groups demonstrate the brand impact of the mobile advertising.
Currently, the success of mobile advertising campaigns is measured simply by exposure and click-throughs.
Director of Global Innovation at Millward Brown, Duncan Southgate, said, “Marketers need to measure thoughts as well as thumbs when it comes to mobile advertising. Looking just at click-throughs or site visits provides no indication of what people feel about brands which advertise in this relatively new medium.”
“As more advertising is conducted on mobile devices, brands should adopt some of the same measurement techniques that they use in other channels to ascertain the brand impact and effectiveness of their campaigns.”
He added, “Techniques such as Dynamic Logic’s AdIndex can now be applied to mobile phone advertising.
“The increases seen in this first study are strong by any measure, and suggest there may well be significant opportunities for advertisers who are early aboard the mobile bus.”
While direct comparisons are not possible due to the different methodologies, Dynamic Logic’s MarketNorms database shows that the average increase in ad awareness of an online advert is around seven per cent.
MarketNorms has measured the effectiveness of more than 3,100 online ad campaigns over the last seven years, and has clearly shown that new ad technologies (initially banners and more recently online video ads) often have a honeymoon period, where effectiveness is particularly strong in the early days while consumers are less familiar with the ad format.
Managing Director at Aerodeon, Chris Bourke, said, “We’re excited to have been involved in this ground-breaking research, and really encouraged by the results for our client. This is the first project that looks in detail at how people feel about an ad and gives an indication of how mobile ads can build brand engagement.
“As mobile advertising continues to expand we are very keen to conduct similar research for other clients, and learn more about which mobile ad types are most successful.”
According to the Shosteck Group, the value of the global mobile advertising market could reach $10 billion by 2010. Mobile offers a new way to cut through in today’s cluttered media environment, combining precise targeting with a brand encounter in an intimate environment, and the potential for further interactive engagement.
Bourke concluded, “Some marketers are understandably cautious that advertising on mobiles may be seen as a potential intrusion. Research such as this should reassure marketers that appropriate ads can deliver very positive results for their brands.”
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