Mobile ads are working for brand advertisers
// September 8th, 2008 // Advertising, Mobile
Tweak o’ the knob to Gavin Heaton for locating Chris Schaumann’s recent presentation on digital brand advertising in the Asia Pacific region (see the presentation below.) Only 5% of advertising budgets in the region are spent online so it’s no wonder that Schaumann finds 65% of all marketing spend in 2007 had no effect on consumer behaviour.
For me, the numbers that really struck me were on slide 43, which researched 21 mobile branding campaigns and found a 24% increase in brand awareness, 12% increase in message association, 5% increase in brand favourability and 5% increase in purchase intent. I’ve never been much of a believer in mobile brand advertising, preferring instead to apply it to social marketing and click-to-buy. But here’s some clear evidence that mobile brand advertising works – at least, in Asia.
There are some other surprising results to be found in Chris’ presentation comparing YouTube, embedded video and TV for delivering video ads. You won’t believe how well YouTube scored against TV…
