Limbo: Brand recall increases 20% for mobile users

Mobile may still be in the early stages for advertisers, but marketers had better begin integrating mobile campaigns quickly. Why? Because according to a recent report from mobile entertainment community Limbo, mobile advertising brand recall has increased by 20% in Q1, 2008.

by Kristina Knight

"[B]rand recall is at an all-time high in the mobile channel, said Rob Lawson, chief marketing officer and cofounder of Limbo. "Additionally, we continue to see that while SMS penetration is highest among the 24-and-under age group, with 82 percent usage, SMS continues to transcend the generational divide, with 50 percent of SMS users aged 35 or over and 75 percent aged 25 or over. Therefore, SMS should not be pigeonholed exclusively as a youth medium."

The report found that mobile penetration has reached 255 million users in the US, with half of all mobile users utilizing SMS messaging options. Most important, however, is that 82 million users report better brand recall with mobile ads. That is an increase from 78 million in Q4, 2007. Men are more likely to have increased brand recall; those users with lower income are most likely to recall the brand of a mobile ad.