Mobile ad campaigns are outperforming online ads across a variety of fields including ad awareness, message association, brand favorability, and purchase intent, according to a study by InsightExpress.
InsightExpress found mobile campaign norms were 4 to 5 times higher than online norms.
“Online campaigns continue to offer exceptional reach, flexibility and variety,” said Joy Liuzzo, Senior Director of Marketing & Mobile Research at InsightExpress. “However, the high levels of engagement, the explosion in technical capabilities, low levels of clutter and the novelty of mobile advertising all likely contribute to increased brand impact.”
Mobile internet campaigns increasaed unaided and aided awareness by 9 percentage points, and ad awareness by 24 percentage points. SMS campaigns increased unaided awareness 5 percentage points, aided awareness 10 percentage points, and ad awareness 18 percentage points.
Mobile campaigns generated higher purchase intent than online campaigns across all verticals studied—most significantly in retail, followed by technology, travel, entertainment, automotive, and CPG.
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