Benefits of Mobile Advertising
Industry Research and Statistics
- 70% of boards within the passenger's field of vision were examined.
- 63% of boards are likely to be read
- 26% of respondents stated that advertising would influence their purchase decision
- 97% recall rate, and that 96% of respondents said mobile advertising is more effective than traditional outdoor advertising
Source: Perception Research Studies, commissioned by the Outdoor Advertising Association of America (www.oaaa.org); Transportation Advertising Council of America – 2002
Mobile Advertising Case Study
Case Outline: The Association of Mobile Advertising (AMAC) recognized the need for independent research to evaluate the effectiveness of mobile advertising, which could be made available to clients and agencies. To evaluate the effectiveness of mobile advertising AMAC developed a bogus campaign. The campaign advertised a fictitious brand of dog food - Boomerang - which was invented solely for the purpose of the evaluation exercise, and importantly, it was a brand that the general public had no prior knowledge of. The campaign was "launched" during the week beginning 22nd May. Three mobiles were involved in the campaign and each mobile carried a double-sided advertisement for Boomerang dog food. AMAC wanted research to assess the effectiveness of mobile advertising in terms of measuring the level of awareness of boomerang amongst residents.
Executive summary: The mobile advertising campaign was very effective in promoting awareness of boomerang amongst respondents At the most optimistic scenario awareness of boomerang increased from 0% to 32% amongst those who were interviewed. Evidence suggests that awareness of the mobile advertising for boomerang tended to be higher amongst males and respondents aged between 18 and 34.
There was a high proportion (74%) amongst those who were aware of the advertisements that correctly associated the boomerang advertisement with mobile advertising. Analysis has shown that respondents have also been able to accurately recall elements of the advertisement including slogans and product information.
Source: The Association of Mobile Advertising (AMAC)
Cost Advantages of Mobile Advertising