Channels Sponsored by
Consumers are prepared to reward brands that deliver on the promise of mobile marketing, but, so far, are disappointed, says Millward Brown’s U.S. AdReaction Report. The study, conducted in partnership with Millward Brown’s Dynamic Logic and Firefly Millward Brown units, analyzes consumer opinions and expectations related to mobile and provides a roadmap for marketers to drive brand growth through effective mobile marketing.
“What’s interesting about this research is the confirmation that there is significant untapped demand for mobile marketing that works,” said Joline McGoldrick, research director, Dynamic Logic. “Users have very high expectations for mobile marketing, and it is today, by and large, falling short. Users expect apps, mobile sites and ads to work and to target efficiently, and when they don’t—which is often—consumers are disappointed, giving mobile advertising a bad name.”
Normative data from Dynamic Logic’s AdIndex ad effectiveness solution indicates mobile ads are approximately four times more effective than online ads at increasing brand awareness, message association and purchase intent. But according to the AdReaction study, only 11% of smartphone users and 16% of tablet users are favorable toward mobile advertising—a stark comparison to favorability rates of other media, including 30% for magazines and 27% for TV. McGoldrick continued, “This study underscores the fact that there has never been a more meaningful opportunity to win over consumers who are open to being wooed.”
With global mobile ad spending projected to triple to $18.6 billion by 2015, and against the backdrop of a forecasted 1.5 billion smartphone and tablet users by mid-2013, a number of AdReaction findings emphasize the opportunity:
Based on the study’s findings, Millward Brown recommends mobile marketers commit to the following principles to win over audiences and build lasting value for brands.
Done properly, the report concludes, mobile marketing can inspire, connect and drive action—and ultimately help companies grow their brand.