Mobile ad campaigns lead to better results in unaided awareness, aided awareness, ad awareness, message association, brand favorability and purchase intent than traditional online ad campaigns, according to InsightExpress.
From November 2007 to December 2010, the norms of mobile campaigns led to the following stats:
- unaided awareness: 8 percent
- aided awareness: 8 percent
- ad awareness 23 percent
- message association: 14 percent
- brand favorability: 8 percent
- purchase intent: 11 percent
These numbers pretty much blew the online norms out of the water:
- unaided awareness: 3 percent
- aided awareness: 4 percent
- ad awareness: 8 percent
- message association: 4 percent
- brand favorability: 3 percent
- purchase intent: 3 percent
Of all the metrics, message association has experienced the biggest boost from 2007 to 2010. This metric had a 20 percent effectiveness in 2009-10, double the 10 percent mark observed in 2007-08, according to InsightExpress.
Mobile ad awareness also experienced a significant increase during this stretch of time, rising to 31 percent in 2009-10, from 16 percent in 2007-08, and 14 percent in 2008-09.
Unsurprisingly, smart phones displayed mostly higher metrics than feature phones. In unaided awareness, smart phones notched 17 percent vs. 13 percent for feature phones; in aided awareness, smart phones notched 7 percent vs. 9 percent for feature phones; in mobile ad awareness, smart phones notched 39 percent vs. 28 percent for feature phones; in purchase intent, smart phones notched 15 percent vs. 12 percent for feature phones.
When broken down by verticals, entertainment and consumer packaged goods led the way in unaided awareness, entertainment led aided awareness, entertainment led ad awareness, telecom led message association, technology led brand favorability, and telecom led purchase intent.
InsightExpress lists five stages of mobile best practices:
- clear branding
- consistent messaging
- foster a connection
- give them a reason
- developing preference
Other suggestions for creative development include limiting the number of words in ad units to 5-16, making sure that the logo or product names takes up at least a third of the total ad unit and is placed on the left, and using pictures.
Sources:</strong
http://www.insightexpress.com/images/InsightExpress_Mobile%20Consumer%20Research_January%202011.pptx
http://www.marketingprofs.com/charts/2011/4242/mobile-ad-campaigns-still-beating-online
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