JumpTap Report Argues Mobile Ads Are Most Effective; Deliver More Brand Recognition & Recall
In-Brief: James Cameron reports mobile statistics and data points as a matter of record. Regular readers will recall that James is also a senior conference producer at IIR Ltd., where he researches and organizes industry events including the upcoming Mobile Advertising 2008 in Brussels. Always up-to-date on the latest developments in mobile advertising, location services and social media, James is an asset to MSG and we welcome him back!
New research carried out with a sample group of 300 Swedish Telia SurfPort users, confirms what many in the industry have known for a long time: Mobile advertising delivers higher brand recognition, recall and purchase rates than other forms of advertising.
The research, commissioned by JumpTap and carried out by Research Analysis & Media (RAM), gives us a hefty raft of figures to digest:
· Mobile ads have a 20 percent greater recall rate than other ads.
· 10 percent of 16-24 year-olds will actively seek out more information after seeing a mobile ad. This figure drops to a staggering 0 percent with other forms of advertising.
· In the 45-79 age range, the corresponding figures are 28 percent for mobile ads and 13 percent for others.
· Women are twice as likely to make a purchase following a mobile ad view than with other ads.
· After viewing a mobile ad, 9 percent of 16-24 year-olds were willing to part with their hard earned cash.
The figures are certainly encouraging, but it’s worth noting that users will engage with mobile ads only if they tick the relevancy and context boxes and anything less will turn them away. Also, it’s great if users remember ads and want more information, but delivering an appropriate call to action is crucial to driving revenue, and in the process keeping the users, brands and investors happy.
