Mobile Display Advertising Raises Awareness and Recognition

A research study from the UK's Internet Advertising Bureau, and research company Brand Driver, in conjunction with confectionary brand, Kit Kat has found that mobile display advertising can increase brand awareness and recognition.

Respondents were exposed to banner ads for Kit Kat across four major mobile sites - Orange World, o2 Active, Planet 3 and Heatworld - which promoted "free downloads" or the chance to "win an ipod". Respondents who clicked on the ads were sent to the relevant page within the Kit Kat mobile internet site where they could enter the competition or download free mobile games or wallpapers.

The IAB says that the mobile ad campaign had a positive impact on raising awareness of the brand, with a 36% increase in spontaneous awareness levels of Kit Kat and 267% increase in first mention - people spontaneously mentioning Kit Kat before any other brands. Furthermore, 76% of those who had clicked on any Kit Kat banner ads said they would be likely to buy the product.

The campaign also resulted in uplifts across all age groups, and for both men and women. The results were most impressive though amongst 18-34s, for example spontaneous awareness increased by 50% compared to a 21% increase for 35-44 year olds.

The mobile campaign improved perceptions of Kit Kat across all statements asked, particularly "is a product perfect for a break" but the uplift amongst some of the other statements was minor. This means with just one banner creative, you are unlikely to change a vast array of brand metrics, therefore the creative needs to be focused and streamlined according to what you want to achieve.

Attitudes to mobile internet advertising

The research also looked at general attitudes and mobile internet behaviours. In terms of attitudes to mobile internet advertising, 72% of respondents expect the amount of advertising on mobile sites to increase over the next couple of years, and 53% would be happy to receive advertising in return for free content.

According to the first IAB-PricewaterhouseCoopers study of mobile ad revenues, expenditure on mobile advertising in the UK exceeded market expectation in 2008 to reach a total of £28.6 million. The market doubled in size on a like for like basis in 2008, increasing by 99.2% year on year.

Jon Mew, IAB head of mobile, said: "Mobile advertising is still in its infancy and consumers are yet to be fully sold on it because marketers need learn the emerging rules of engagement. What the Kit KatŪ research tells us is that most effective mobile campaigns follow 5 simple steps, and we hope that publishing these basic guidelines will help accelerate investment in the medium."

Will Reeve, associate director at Brand Driver said: "It is an exciting time for mobile advertising and we are delighted to have partnered the IAB on this valuable piece of research. The research clearly shows that mobile advertising has a clear role to play in enhancing brand awareness and connection with other form of media. By following these 5 simple steps, advertisers and marketers can really maximize the potential of this dynamic medium providing another effective route to reach an increasingly media diverse population"

Posted to the site on 1st July 2009