Bit Briefs

According to eMarketer, this year's mobile advertising spend is estimated to be nearly 5 billion globally, to triple by the year 2011. Yet, only 13% of all mobile advertising is intended for branding compared to 87% for direct response. Are marketers missing out? Firstly by not investing in mobile advertising at all, and secondly, by using it primarily as a DR vehicle?

Comparing people exposed to the mobile campaigns to those not exposed, the initial performance averages from 21 studies suggest that mobile advertising can be an effective medium for raising brand metrics throughout the purchase funnel. An average increase of +23.9 percentage points in Mobile Ad Awareness shows that these campaigns generally cut through and grab users' attention. Average increases in Brand Favorability and Purchase Intent of +5.4 and +4.7 percentage points, respectively, support the ability of mobile advertising to change consumers' attitudes towards a brand and to drive intent to purchase.

Part of the reason for these positive increases may be a result of the newness of the medium. People may be intrigued and pay more attention to the advertising on their mobile phone since it is presented on a smaller screen and is located in a less cluttered environment compared to the Internet. More research and campaign analysis is needed to help marketers understand what will continue to work best on mobile devices. Read more at www.dynamiclogic.com