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Mobile Drives Brand Awareness and Purchase Intent

aerodeon.gifAerodeon and Millward Brown have announced the results of a recent survey demonstrating the effectiveness of mobile phone advertising on brand awareness recall and purchase intent.

The survey was conducted using mobile phone survey technology and targeted the male 18 and 35 range. Short 3 minute surveys were conducted via mobile phones using WAP technology. The study used the ‘AdIndex for Mobile’ which meant that half of the respondents were exposed to the advertising – a branding banner incorporating a competition. The other half of respondents were not exposed to the advertising. Differences between the two groups demonstrate the brand impact of the mobile advertising.

It showed that branded ad awareness increased by more than 30 percent, Future purchase consideration increased by 23 percent among users of the brand and 11% among non users.

“Marketers need to measure thoughts as well as thumbs when it comes to mobile advertising. Looking just at click-throughs or site visits provides no indication of what people feel about brands which advertise in this relatively new medium.” says Duncan Southgate is a director of Global Innovation at Millward Brown.

According to Southgate, “the increases seen in this first study are strong by any measure, and suggest there may well be significant opportunities for advertisers who are early aboard the mobile bus.”

Chris Bourke, Managing Director at Aerodeon, said, “Some marketers are understandably cautious that advertising on mobiles may be seen as a potential intrusion. Research such as this should reassure marketers that appropriate ads can deliver very positive results for their brands.”

Full press release HERE.

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