Ugrás a tartalomhoz Lépj a menübe
 


Mobile Web Advertising Impacts Brand Awareness

2008.08.31

Report finds that on average, awareness of a particular brand increased by 23.9 percentage points among those who were exposed to a mobile ad campaign


Advertising on mobile Web sites and applications has the potential to impact brand awareness, at least in these still early days of the nascent medium, according to a new report issued by online ad research firm Dynamic Logic.

The report found that on average, awareness of a particular brand increased by 23.9 percentage points among those who were exposed to a mobile ad campaign compared to those who were not. Based on research conducted on 21 mobile campaigns reaching over 20,000 users, Dynamic Logic found similar, though smaller average lifts in measures such as message association (12.2 percentage points), brand favorability (5.4 percentage points) and purchase intent (4.7 percentage points). The campaigns examined featured brands in a range of categories, including automotive, packaged goods, travel and retail.

However, the Millward Brown-owned firm cautioned that these numbers may be on the high side, given the newness of mobile media and its current lack of advertising clutter. Officials at Dynamic Logic said that early Internet advertising campaigns exhibited similarly positive results only to level off as the medium became more mainstream.

To date, the mobile ad market remains in it’s infancy, primarily because the number of mobile Internet and video users in the U.S. remains low. eMarketer projects that in 2008 mobile ad spending, including the SMS text, search and display segments, will approach just $1.7 billion, compared to the $28.5 billion overall forecast for online ad spending this year.

 

Forrás: http://www.mediaweek.com/mw/content_display/special-reports/digital-hot-list/e3ifcd8e3f7380913c3b0904caea98b6e9e

 

 

Hozzászólások

Hozzászólás megtekintése

Hozzászólások megtekintése

Nincs új bejegyzés.