Mobile campaigns continue to be a powerful ad channel for marketers, outperforming online advertising by roughly three times across a variety of metrics, including ad awareness, message association, and purchase intent, according to a study by InsightExpress.
Benchmarked against performance norms developed for online advertising, the norms of mobile campaigns conducted from Feb. 2007 to Dec. 2010 were 2.6 times higher than online in unaided awareness, 2.0 times higher in aided awareness, and 2.7 times higher in brand favorability.
Despite mobile's clear lead, however, the gap between the two media channels has narrowed. For example, the norms of mobile campaigns conducted from Nov. 2007 to Dec. 2009 were 6.0 times higher than online in purchase intent, 4.5 times higher in unaided awareness, 4.7 times higher in message association, and 5.0 times higher in brand favorability.
Below, other findings from the 2010 Mobile InsightNorms study, which analyzed the effectiveness of over 100 mobile ad campaigns conducted from Nov. 2007 to Dec. 2010.
Even so, mobile campaigns are capturing an increasing level of consumers' attention across key metrics: Mobile ad awareness reached 31% in 2010, up from 14% in 2009 and 16% in 2008.
Meanwhile, message association—which measures the ability to track a message to an advertiser—reached 20% during the period, up from roughly 11% in the previous two years.
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