By now, we all know that mobile web is the next biggest thing. Even a report from Morgan Stanley cemented the above theory by stating that the mobile web will supersede desktop Internet by 2015. Naturally with the rapid growth, mobile ads too will grow as well. But how effective are they? A recent article from eMarketer newsletter, tries to unravel the effectiveness of mobile advertising.
The survey showed that there is a fairly high recall rates for display ads while browsing or using applications, particularly amongst mobile users between the ages of 18 to 34. In a podcast interview with MobileBeyond, Joy Cicman Liuzzo, InsightExpress’ senior director of marketing & mobile research, it was noted that banner ads on mobile websites generate the highest click-through rates and the lowest annoyance factor, although among “mobile intensives,” 68% of whom have smartphones, app banners also generated favourable results.
On top of that, he added that in some cases, particularly where brand favourability and purchase intent are concerned, mobile ads can be five-to-six times more effective than online ads. Overall, mobile display ads outperformed SMS and mobile video in every category other than aided awareness and brand favourability.
The main reasons quoted for the success of mobile advertising is the lack of screen clutter as opposed to desktop advertising and the ability to reach people at their point of interest. Higher response rates and better branding metrics, in turn, help make the medium more appealing to advertisers.
What do you think of mobile advertising as consumers? When was the last time you clicked on an ad while using an application on your smartphone? Do share with us.