Dipping your toes in the waters of mobile

In last week’s New Media Age, there was plenty on the pages about mobile. Good to see. I thought I’d share some of the Analyst piece with you as it raised some interesting points about using mobile for branding and direct response. According to Emarketer, this year’s global mobile ad spend will be 2.45million sterling, yet only 13% of that is intended for branding.

Christina Goodman, head of global marketing and client development at Dynamic Logic, says that her company, ‘has measured a number of mobile branding campaigns on WAP sites and initial results show exposure to mobile brand advertising can positively shift brand metrics across a number of sectors, including automotive, travel, FMCG, retail, entertainment and finanical services.’ She goes on to state that, ‘aggregate results from 12 mobile campaigns show an average increase in brand awareness of 7 percentage points … increases are higher than the norm for online advertising, where brand awareness increases by 2.7 percentage points.’

It’s great to get some concrete stats from a respected company backing up the fact that effective mobile campaigns can be this compelling. Of course, you could put it down to, as Ms Goodman says, the ‘newness of the media’. But I think it’s also about the fact that mobile is so personal, it’s in your hand, right there and you feel - if an ad is targeted correctly - that the advertising is really is for you. And there’s the rub - when a brand can reach a ’smaller, but more engaged and relevant audience’ then ‘mobile will provide a worthwhile return’.

Ms Goodman ends her piece by saying that now may be the best time for brands to test the waters. We couldn’t agree more! Providing campaigns are backed by insight and careful thought, are executed with attention-to-detail (both creatively and technically) and provide a rewarding and useful experience for the consumer, brands should get out there and get their feet well and truly wet.

ShareThis