Mobile Advertising Iab
SEARCH IAB emphasizes the positive effects COMBINATION OF ONLINE ADVERTISING AND MOBILE
A new study by the Internet Advertising Bureau – the association professional digital marketing – Showed that the use of mobile advertising and online in combination can significantly increase the awareness and purchase consideration.
The study, based on a sample of 875 Internet users Mobile and qualitative focus groups, a survey current trends in consumer behavior and in particular the impact of cross-media campaigns ad a range of brand metrics.
ICC in partnership with the Driver brand research agency, the agency Mobext Mobile, part of MPG Media Contacts and financial provider Nationwide Building Society , who led a series display ads online and mobile promote Home Insurance. The campaign, held simultaneously on the websites of the mobile operator 3, O2, Orange, T-Mobile and Vodafone, and web portals and mobile MSN and Sky found that:
- When exposed to advertising online and on mobile, recognition was 43% higher than those exposed only to the online component.
- Review of Nationwide Home Insurance has increased by 24% when respondents were exposed to both mobile and online ads.
- Spontaneous brand awareness was 50% higher among those who saw the mobile ads than those who had not seen any national advertising, and increased to 114% when the sample was exposed to both online and mobile.
- Advertising on both platforms increased performance – the online click-through rate was 150% higher those who were exposed to – and recalled – the mobile ad.
The study also identified three major trends in mobile Internet on attitudes and behaviors of consumers, marketing should be integrated into their communication strategies 2010:
1. Using mobile to create brands and awareness. The research focuses on the fact that even in its infancy, mobile advertising can be a great brand-builder, awareness and encourage consumers to seek information. 37% of consumers reported that when they saw advertising on a mobile phone that interest them, they go to a PC or laptop to learn more.
The study also revealed that consumers do not always know the financial implications of clicking on ads by mobile, with 60% of respondents are still wary of clicking on that basis. However, this figure is about 17% lower than the research IAB last mobile with KitKat ®, July 2009. It is essential for brands to meet this challenge by using mobile to initiate or strengthen the plot messages marketing to increase the impact of their cross-media campaigns.
2. Targeted advertising on mobile Mobile. The study confirmed that users of mobile Internet to better respond to advertising that is most relevant to their interests or intentions:
- Those in the purchase window for the purchase of home insurance were 38% more likely to recall mobile ads.
- In addition, for two media click-through rates are higher for those in the window buying for home insurance – six times more efficient in both cases.
- Relevance was the main obstacle for those who did to click on the mobile ad, with some 48% of respondents citing this as the main reason not to click for more information through.
Brands in all sectors should seek to complement the user's session by trying to target their ads based on interests or data demographics, especially as these technologies for mobile Internet have become more sophisticated.
3. Experience user is essential. Ads on what the user considers a "quality" of the site are much more effective. Recognition of mobile ads is 112% more for those who enjoy browsing the mobile site and click-through rates were also 200% higher for those who rated the mobile site as "good or very good." While mobile Internet use may be more basic than the behavior of PC navigation, the consumer continues to think that the experience and the ease in which they have access to information has been of fundamental importance.
And with 18% of respondents said that next year they expect to use the Internet more on mobile than on their PCs, the marks must be aware of the user experience not only on their own sites, but those on which they advertise.
Alex Bennett director of digital marketing at the national, said: "To become a mobile base part of a marketing mix for advertisers it is essential that it is able to prove its effectiveness alongside more traditional media. Using the search industry will be an essential means of demonstrating the benefit of including in a mobile marketing plan.
The ICC partnership on this project has provided information precious on how mobile can affect the performance of other media and the results provided a positive case for greater use of telephony mobile digital strategy matures. "
Jon Mew, head of mobile internet Advertising Bureau, said: "Over the last 12 months we have seen come into its own mobile as a unique, medium extremely beneficial for consumers, and our research shows that will play a more important role in our daily lives over the next five years.
Chris Bourke, director of Mobext: "The evidence – who acts in synergy with mobile investment online display – is a clear indication of the importance of mobile phones in the integrated package, we are very pleased with these results. "
This case study shows that adding mobile to an online campaign can have a massive impact on the things that advertisers want – fame, recognition and equal consideration – But the medium still has room to grow. We have highlighted the brand-building, targeting, and ease of use as the most significant trends for traders to follow in 2010 to push the middle top the agenda, and to their mobile communications more effective. "
About the Author
Media Contacts (“MC”) is the global interactive media network of Havas Digital – the interactive division of Havas Media. MC provides data driven media solutions across all interactive channels: digital, direct response, relationship based media.
MC brings together professional expertise, proven strategic insight, and Artemis®, MC’s advanced proprietary technology platform, to maximize impact of the advertiser’s interactive media investment.
Since 1997, and in 33 countries in 43 cities across Europe, North America, South America, Asia, and Oceania, Media Contacts has been the trusted partner of more than 400 clients, including the market leaders in many industries, such as Air France, BBC, Camelot, Dell, Expedia, Fidelity, France Telecom, ING Direct, Nike, Peugeot/Citroën, Repsol, and Reckitt Benckiser, amongst others.
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Dan Rosen, AKQA | IAB Engage 2009
