MOBILE BANNER ADS HAVE SAME BRAND RECALL AS TV SPOTS
Get this. Those little ads that pop up on your phone and other mobile devices are just as likely as a 30-second television spot to stick with you. Verizon recently shared some brand recall data at a Mobile Advertising Degree conference. Banner ads on mobile devices not only work, but generate higher click-through rates than online banner ads. They also have demonstrated strong brand recall measurements. Rates for advertising on this medium are still being debated. The cost per 1000 (CPM) is higher than for other media, reaching a highly-targeted individual with a high level of engagement. But, since they seem to be more effective, they could be worth it. The novelty of the ads might have something to do with the increased response to them. In the U.S., just 20% of us currently receive these ads, with a 12% response rate, but 75% of Europeans regularly receive a text ad, and only 4.9% respond. It will be interesting to see how this medium adjusts as it matures in the U.S. market.
Article by: Jill Enriquez, HMH, Media Director
