Mobile Advertising 5 times more effective than Online!

Digital marketing research firm InsightExpress found that mobile ad campaigns were up to five times more effective than online campaigns.

The study measured unaided awareness, aided awareness, message association, brand favourability and, most importantly, purchase intent; these findings clearly demonstrate the power of mobile as an advertising channel.

According to InsightExpress the high levels of engagement, the explosion of technical capabilities, low level of clutter and the novelty of mobile advertising all contribute to increased brand impact.

Mobile Internet campaigns resulted in increases of 9% for aided and unaided awareness and 24% for ad awareness. SMS campaigns generated increases of 5% for unaided awareness, 10% for aided awareness and 18% for ad awareness.

The real win is in purchase intent: Mobile entertainment purchase intent is 5 times higher than online travel intent and retail purchase intent is 8 times higher than online retail purchase intent.

Mobile's advantage over online is in the engagement consumers have with their mobile device together with the instant accessibility to information. While it may not have been reflected in 2009 mobile spends, brands and agencies are increasingly aware of this trend and mobile is being brought up sooner in the strategy planning process, leading to more integrated campaigns and improved online and mobile results.

To learn more about the impact that mobile marketing might have on your campaigns contact Cennox plc on 01277 621106 or Email to info@cennox.com