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BizReport : Mobile Marketing : April 13, 2010

Mobile more effective ad medium than online

Mobile is an effective advertising medium, perhaps more effective even than online. If your marketing strategy doesn't include mobile, you could be missing out on huge opportunities, says InsightExpress.

by Helen Leggatt

insightexpress logo.gifIn their "Mobile InsightNorms" analysis through Q409 InsightExpress found that, when it comes to brand awareness, reach and purchase intent, mobile is a more effective ad medium than online.

Using norms developed in online ad testing as a benchmark, InsightExpress found that mobile campaign norms were 4.5 to 5 times higher than online norms.

"Far from being a one-trick pony, mobile is effective in rich environments like mobile video, minimal environments like SMS and the area in between covered by mobile display," said Joy Liuzzo, senior director of marketing and mobile research at InsightExpress.

"Our research gives advertisers across a wide range of verticals yet another reason to be incredibly excited about mobile today," she added. "The impact that mobile campaigns have on key brand metrics proves that mobile continues to move quickly from supporting player to co-starring role in the digital advertising universe."

InsightExpress found that:

- Mobile Internet campaigns resulted in increases of 9 percentage points for unaided awareness, 9 percentage points for aided awareness and 24 percentage points for ad awareness.

- SMS campaigns generated increases of 5 percentage points for unaided awareness, 10 percentage points for aided awareness and 18 percentage points for ad awareness
"Add to this the findings that all verticals are seeing mobile impacts greater than online campaigns and the arguments for not adding mobile to a media plan fall away," concluded Luizzo.

Tags: mobile advertising, mobile marketing, online advertising

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