Mobile Works Better than Online Advertising, Study Finds

InsightExpress, a digital marketing research firm, found mobile campaign norms were 4.5 to 5 times higher than online norms against measures of unaided awareness, aided awareness, ad awareness, message association, brand favorability and purchase intent.

A comparison of three different mobile media types (Mobile Internet, SMS and Mobile video) revealed that mobile Internet is the current powerhouse. Mobile Internet campaigns resulted in increases of nine percentage points for unaided awareness, nine percentage points for aided awareness and 24 percentage points for ad awareness. SMS is also effective at increasing upper level purchase funnel metrics such as awareness measures. SMS campaigns generated increases of 5 percentage points for unaided awareness, 10 percentage points for aided awareness and 18 percentage points for ad awareness.

Mobile video is still emerging, but shows campaign impact on par with SMS across most key brand metrics. This channel drove especially strong results against brand favorability. With an increase of 13 percentage points, compared to 12 percentage points for Mobile Internet and 7 percentage points for SMS, mobile video is demonstrating promise as a way to move the important brand favorability measure.

Comparing mobile norms to online norms, mobile consumer packaged goods purchase intent effect is three times higher than online CPG purchase intent. Mobile entertainment purchase intent effect is four times higher than online entertainment intent.

Mobile travel purchase Intent effect is five times higher than online travel purchase intent, while mobile technology purchase intent effect is seven times higher than online technology purchase intent.

Mobile automotive purchase intent effect is four times higher than online.

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