2009
Exposure to mobile ads lifts branding: Dynamic Logic
New research from Millward Brown's Dynamic Logic unit claims that mobile advertising can be an effective medium for raising brand awareness through the purchase funnel.
An average increase of 23.9 percentage points in mobile ad awareness proves that mobile ad campaigns get through and catch the consumer's attention versus those who are not exposed to such efforts.
The findings of this early research are part of 21 AdIndex for Mobile research studies that Dynamic Logic has conducted nationwide to measure the branding effects of mobile advertising campaigns across sectors. Dynamic Logic polled 25,050 respondents for this research.
The sectors measured include automotive, alcohol, consumer electronics, consumer packaged goods, entertainment, retail, financial services, telecommunications and travel. The campaigns include ads on WAP sites and downloadable mobile applications.
Millward Brown is part of The Kantar Group, itself owned by agency conglomerate WPP Group PLC, London.
Source: Mobile Marketer