Mobile ads ‘can press right buttons’

Mobile ads 'can press right buttons'Mobile ad spend may be growing faster than a body-builder on steroids but with measuring effectiveness still proving a tough work-out two media giants reckon they might just have a solution.
Following a trial of new methodologies, Havas Media and Sky Media have published the results of new research conducted with Nationwide, Domino’s and Birds Eye which claims that mobile is an effective medium for building brands.
Working alongside research agencies Differentology and On Device Research, specialists in mobile measurement, the research included two tests which analysed real world ad campaigns in a live environment and two lab tests.
The study enabled testing of different mobile ad formats not widely served at present. The Sky Sports, Football Score Centre and Sky News mobile phone apps housed the advertising placements.
It highlights the perhaps unsurprising fact that those who make the best use of the creative space by making ads more intriguing, fun and interactive will achieve greater standout, and generate the best results.
According to the findings, combined brand perception across all three brands showed an uplift of 13% from the non-exposed to the exposed group of respondents. Furthermore combined brand consideration increased by 9% for those exposed.
Meanwhile native mobile ads are considered more relevant and engaging than standard banner ads. They reduce irritation yet still retain strong cut-through levels.
And mobile formats and creatives that were fun and generated intrigue, achieved a greater cut-through. Furthermore, those with interactive elements were seen as more engaging, relevant and more likely to drive action than non-interactive formats.
Nationwide senior manager of digital marketing Alex Bennett said: “With the continued rapid growth of the mobile channel it is critical for Nationwide to maintain a good understanding of how our communications perform across different platforms.
“The increased importance of mobile to consumers means that it is more important than ever for brands like ours to effectively interact through this medium in a way that fully utilises the unique benefits mobile can offer. The results of the study have provided us with additional insight into how we can further expand our approach to mobile.”
Sky Media head of futures David Fisher added: “Standard mobile advertising formats clearly work, but brands should consider more advanced, high impact and native formats to produce even greater engagement. This research is evidence that exciting new format opportunities in the right environment can deliver vastly enhanced brand metrics.”