Mobile Advertising the next big Development for the Web

Mobile advertising represents a powerful and exciting medium for businesses.

That is the finding of research by InsightExpress, which measured the effectiveness of various campaigns in terms of brand impact.

Senior director of marketing and mobile research Joy Liuzzo explained that the study shows mobile is beginning to play a much bigger role in digital advertising. "Online campaigns continue to offer exceptional reach, flexibility and variety," she said. "However, the high levels of engagement, the explosion in technical capabilities, low levels of clutter and the novelty of mobile advertising all likely contribute to increased brand impact."

Mobile campaigns were shown to be more effective than typical internet strategies in terms of purchase intent and brand favourability.

A comparison within the medium, meanwhile, revealed that mobile internet efforts saw ad awareness increase by 24 percentage points, making it more effective than both SMS and mobile video.

Businesses involved in retail could find that mobile offers the best return, as purchase intent in this area was found to be eight times higher than online norms.

Recent InsightExpress research concluded that those browsing the internet from a smartphone are as engaged as people using a computer. 

Source: Insight Express