Study: mobile ads directly impact brand favorability

According to a recent study from Direct Logic, mobile advertisers may have a larger impact on brands that originally thought. According to the study, mobile ads directly impact consumers intent to purchase and their favorability of the brand.

by Kristina Knight

The study tracked the performance of a Hampton Hotels mobile campaign with Weather.com. Those in the study were business travelers (72%) who used their mobile phone to access the Internet once per day (67%) and visited Weather.com at least once each day via their mobile (42%).

After the campaign, study respondents said they felt more favorable toward the hotel chain (62%). Those not exposed to the ads showed 48% favorability for the hotel chain. After the campaign, those exposed to the ads showed an 11.4% increase in their favorability toward staying at a Hampton Hotel during their next trip.

Kara Manatt, research director at Dynamic Logic said, “Early results, such as these, are encouraging because they show that mobile WAP campaigns are being noticed and can have a positive impact on key brand measures."

While mobile is still a developing ad platform, results such as these are indicators that mobile ads will soon have an even greater impact on the ROI of advertiser campaigns. This is also an indication that advertisers should begin their own research into mobile ad campaigns now rather than later. By leveraging the platform now, advertisers have the chance to work the bugs out of their potential campaigns while the user-base is also working through the early stages.