BY aarrieta
According to eMarketer, this year close to 5 billion dollars will be invested worldwide in Mobile Advertising and it will triple by the year 2011.
For the time being only 13% of Mobile Advertising campaigns are branding actions, compared to 87% of Direct Response.
Dynamic Logic has just completed a study in the USA and the UK where they measured the effect of branding on Mobile Marketing campaigns through different industries that includes: alcohol, cars, consumer electronics, CPG, entertainment, financial services, retail, telecommunications and travelling.
Link to the study: http://www.dynamiclogic.com/na/products/AdIndex/mobile.php
The campaigns include displays ads (banners) in WAP portals and downloadable mobile applications.
The study compares people exposed to advertising on mobile devices to people not exposed to them.
It has determined that Mobile Marketing campaigns are a very efficient media for branding and they are very useful to increase all the metrics of the conversion stages of the sales funnel.
The main conclusion is that we can obtain, is that a mobile phone campaign generates an increase of +23.9 percent points average on brand awareness, while the attempt of purchase is increase by 4.7% over an action without the mobile device, supporting the capacity of Mobile Marketing on influencing at the time of the purchase.