Product category:
Market research
News Release from: Millward Brown | Subject: Mobile phone advertising effectiveness
Edited by the Marketingservicestalk Editorial
Team on 09 October 2007
Research measures effectiveness of
mobile ads
The first research project into the effectiveness of mobile phone advertising in the UK has been conducted by Millward Brown for Aerodeon, a leading mobile marketing agency.
Conducted using mobile phone survey technology, the research measured how much ad awareness and brand consideration were 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 per cent
This article was originally published on Marketingservicestalk on 2 Apr 2007 at 8.00am (UK)
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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 three-minute surveys were conducted via mobile phones using WAP technology.
The study used the 'AdIndex for Mobile' design created by Dynamic Logic - A Millward Brown company, 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.
Duncan Southgate, director of Global Innovation at Millward Brown, 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.
"Techniques such as Dynamic Logic's AdIndex can now be applied to mobile phone advertising".
According to Southgate: "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 7 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.
Dynamic Logic and Millward Brown are now conducting further studies to provide normative benchmarks for mobile advertising.
Chris Bourke, Managing Director at Aerodeon, 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.
Continued Bourke: "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"..Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research.
Through the use of an integrated suite of validated research solutions - both qualitative and quantitative - Millward Brown helps clients build strong brands and services.
Millward Brown has more than 70 offices in 44 countries.
Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximise the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world's leading media and market profiling tool).
Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
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