Advertisers and branding agencies have experimented with a variety of marketing media over the years. Apparently, mobile web advertising (mobile websites and applications) has shown the greatest promise in recent times, if we have to go by statistics. A research conducted by Dynamic Logic showed that consumers exposed to ad campaigns on their mobile phones registered unmatched brand awareness. On an average, as results show, the awareness of a brand had increased by 23.9% base points. Results for other parameters were message association – 12.2%, brand favorability – 5.4% and purchase intent – 4.7%. However, the firm believes the uncluttered nature of the nascent medium could be one of the reasons for its success and that it could face saturation sometime in the future. At the same time, mobile marketing as a medium does have the potential to realize consistency in these figures since the exposure is on an individualistic level. We hope it does!
Via:Mediaweek
