New research highlights positive combined effects of mobile and online advertising
Mobile and online advertising can significantly increase brand awareness and purchase consideration when used together, according to new research from the IAB.
The study, based on a sample of 875 mobile internet users and qualitative focus groups, investigated current trends in consumer behaviour and specifically the impact of cross-media ad campaigns on a range of brand metrics.
The IAB partnered with research agency Brand Driver, mobile agency Mobext, part of MPG Media Contacts, and financial provider Nationwide Building Society, who ran a series of mobile and online display ads promoting Home Insurance. The campaign ran simultaneously over the mobile operator sites of 3, O2, Orange, T mobile and Vodafone, and the mobile and web portals of MSN and Sky.
The study revealed that when exposed to ads across online and mobile, recognition was 43% greater than those exposed just to the online component, with consideration of Nationwide Home Insurance increasing by 24% when respondents had been exposed to both the mobile and online ads.
Advertising across both platforms increased performance, said the IAB, with the online click-through rate 150% higher amongst those that were exposed to and recalled the mobile ad.
The study also identified 3 key trends for the mobile internet relating to consumer attitudes and behaviour, which marketers should be incorporating into their 2010 communications strategies:
1. Using mobile to build brands and raise awareness – 37% of consumers stated that when they saw advertising on a mobile phone that interested them, they go to a PC or laptop to find out more.
2. Targeted advertising on mobile phones – the study confirmed that mobile internet users respond better to advertising that is more relevant to their interests or intentions:
3. User experience is critical – recognition of the mobile ads was 112% higher for those who enjoyed browsing the mobile site and click-through rates were also 200% higher for those who rated the mobile site as ‘good or very good’.
Jon Mew, IAB head of mobile, said: “Over the past 12 months we’ve seen mobile come into its own as a unique, extremely beneficial medium for consumers, and our research shows that it will play an even bigger part in our daily lives over the next five years.
“This case study proves that adding mobile to an online campaign can have a massive impact on the things that advertisers crave – brand awareness, recognition and even consideration – but the medium still has room to grow. We’ve highlighted brand-building, targeting and usability as the most significant trends for marketers to watch in 2010 to push the medium higher up the agenda, and make their mobile communications even more effective.”
At the start of February, a US report by the Kaiser Family Foundation found that 8-18 year-olds devote an average of 7 hours and 38 minutes to using entertainment media across a typical day, with the increase driven in large part by increased access to mobile devices.
Over the past five years, ownership of mobile phones among American 8-18-year-olds has increased from 39% to 66%, the research found.
Elsewhere, US data from comScore reveals that a total of 234 million people aged 13+ used a mobile phone in the US in December 2009.
The report found that Motorola ranked as the top handset manufacturer in the US with more than a 23% market share, while RIM led among smartphone platforms with a 41.6% market share.