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BizReport : Mobile Marketing : August 12, 2011


Ad recall, Apple products on the increase with mobile users

Tech ads, Entertainment, Automotive and Finance. These are just a few ad categories showing an increase in recall thanks to the mobile space. According to the recent Greystripe/Harris Poll survey, ad recall in the mobile space is increasing but there is quite a difference in recall among the different ad categories. As for how younger mobile users are engaging? It's all about the Apple finds news from Millenial Media.

by Kristina Knight

First, the Greystripe survey, which finds that 77% of mobile Americans and 60% of smartphone owners recall mobile ads with most (60%) recalling the category of the advertisement.

Interesting findings include:

  • 39% recall Entertainment ads

  • 32% recall Technology ads

  • 32% recall Retail ads

  • 29% recall Gaming ads
  • "This study reinforces how effective mobile ads are for brands," said Dane Holewinski, director of marketing at Greystripe. "Entertainment, technology and retail -who have been advertising on mobile devices for years - are effectively reaching their target audiences on the go. With brands in other verticals like finance, quick service restaurants, and consumer packaged goods having invested heavily in mobile advertising over the past six to 12 months, we expect them to achieve similar levels of recognition by the end of the year."

    Men are slightly less likely to recall ads on mobile devices than women (76% vs. 68%), and younger consumers are more likely than older (72% vs. 63%) to remember the ads served to them.

    Meanwhile, new data from Millenial Media's Q2 SMART report finds triple digit growth for six mobile ad verticals within their network. Apple is now the top device provider within Millenial's platform, making up about 30% of all devices. As for how these mobile consumers are connecting, most (60%) use touch-screen devices. You can view a discussion of the findings here.

    Although Millenial Media's report is specific to their platform, correlations can be drawn to the mobile space as a whole.






    Tags: Greystripe, Millenial Media, mobile ad metrics, mobile ad recall, mobile ads, mobile marketing








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