Based on a new study that was revealed by Millward Brown’s Dynamic Logic at Advertising Week’s Mobile Media Summit, Mobile display advertising generally outperforms online display advertising. The study focuses on the important “do’s and don’ts” that are required for effective mobile advertising. The study also cautioned one against the re-purposing of online creative for mobile and put an emphasis on the importance of creative quality, something that has become vital as mobile advertising’s novelty erodes.
In a release, Ali Rana, senior vice president and head of Dynamic Logic’s Emerging Media Lab said, “Similar to other new advertising mediums, consumers were overwhelmingly receptive to mobile display advertising in its nascency, but now that its novelty is wearing out, creative quality matters more than ever. Today, poor creative can even have a negative impact on a brand, compared to the past three years when creative quality did not matter as much within mobile display advertising.”
According to Dynamic Logic, there are three important factors that drive a successful mobile campaign. They are the location of a brand name or logo within a mobile ad matters: left-side brand placement is generally most effective and has a strong impact on advertising recall; clear and persistent branding is important for brand awareness and a strong call-to-action encourages interactivity and engagement and helps drive purchase intent.
Mobile advertising works extremely well at communicating messages for high-involvement categories such as financial services. However, some of the best campaigns are found in low-involvement categories like CPG, where ads are more effective in moving persuasion metrics such as favorability and purchase intent.
Dynamic Logic revealed that the three biggest mistakes mobile advertisers commit are: repurposing online creative by cropping it for a mobile environment; showing one’s brand only through a product shot and cluttering ads with too much text or too many logos.
Rana went on to say that “With only a brief window to capture a consumer’s attention, both mobile and online campaigns need to be well-branded and clear to build awareness.”
Carolyn John is a Contributor to TMCnet. To read more of her articles, please columnist page.
Edited by Rich Steeves