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The shares of Mobile Advertising and Marketing increase brand recognition
According to recent reports and studies by eMarketer, this year's investment in mobile advertising is estimated to reach a global investment environment to 5 billion dollars. That figure will triple in 2011.
However currently only 13% of these advertising campaigns and mobile marketing activities are intended for branding compared with 87% to direct response actions.
Dynamic Logic has collected data from over 30 different research studies in the U.S. and the United Kingdom to measure the impact of campaigns and mobile advertising branding on different industrial sectors.
This took into account different campaigns using advertising, banner ads on mobile WAP portals and downloadable applications in order to compare results on or those who were not exposed to such advertising.
The results of this study conclude that the actions of mobile marketing and advertising generated an increase of +23.9 percentage points on brand recognition in addition to a significant increase in purchase intention.
In this way, data gathered from this study suggest that mobile advertising can be an effective way to increase brand metrics throughout the purchase process.
source: www.puromarketing.com
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