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BizReport : Mobile Marketing : June 09, 2015

Report reveals impact of mobile ads on store visits

A new report from NinthDecimal has demonstrated the power of mobile ads to drive store traffic during the first day of a campaign.

by Helen Leggatt

NinthDecimal's 2015 'Mobile Audience Insights Report', released this week, found that mobile continues to be a critical player in marketing for both on- and offline retailers. The study into how mobile is transforming consumer engagement found that store visits soared 80% during the first day a mobile ad campaign was run by a retailer.

mobile.pngIn addition, 86% of consumers surveyed for the study said they were likely to discover a new brand, or product, via their mobile device. Furthermore, more than half (54%) of consumers said they shopped on mobile devices before making a purchase decision, of which 35% made a purchase on their device.

"With mobile now the first screen for consumers and mobile media consumption on the rise, the need to understand what's working in the mobile ecosystem has become critical for marketers," said David Staas, president of NinthDecimal.

What certainly appears to be working is the use of rich media, including video. The use of rich media formats increased 28% in Q4 2014 compared with Q4 2013, while standard banner ads dropped by 33%. In the same time period, consumers spent 5.2 seconds longer engaged with mobile ads and video completion rates on mobile rose 31%.

Image via Shutterstock

Tags: advertising, mobile, retail

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