Various analysts continue to point out the discrepancy between the time consumers spend with mobile devices and the amount of money being spent to advertise on mobile. Obviously, media dollars aren’t allocated only on the basis of where consumers are spending their time – the ads need to work. New data from comScore, which has aggregated the results of hundreds of brand survey lift studies it has conducted over the past couple of years, declares that mobile ads are indeed effective in influencing consumers’ brand perceptions.
In its compilation of study results into benchmarks for brand advertisers, comScore indicates that it has observed statistically significant lifts for test groups (versus control groups) in:
- Aided awareness (20%);
- Favorability (4%);
- Likelihood to recommend (22%); and
- Purchase intent (28%).
The researcher offers two theories as to why the ads seem to be working most effectively towards the bottom of the funnel: because the devices are inherently personal, such that the ads resonate more on an individual level; and because ads often appear while consumers are on-the-go and closer to the point of purchase.
Interestingly, though, new survey results [pdf] from Ovum and the IAB indicate that increasing brand awareness is the most common objective of brands’ mobile advertising activities to date. Exactly half of B2B respondents said they were “completely satisfied” or “satisfied” with the results of their mobile advertising efforts, with B2C respondents (70%) happier with their results.
There appears to be room for improvement for mobile ads, at least in public perception. According to a recent study from Nielsen, text and display ads on mobile phones rated at or near the bottom of a list of advertising forms in terms of the trust placed in them by global consumers. The same study found consumers saying those were the types of ads they were least likely to act on.
About the Data: The IAB and Ovum study was conducted among marketers at 300 US companies active in mobile advertising.