Mobile advertising campaigns are more effective than other, more traditional ad campaigns. This isn’t speculation, it’s the findings of the Mobile Marketing Association using data gathered for the first Smart Mobile Cross Marketing Effectiveness (SMoX) study, the results of which have now been published.
The data indicates ad campaigns would have a greater return on investment if companies simply increased the amount of money spent on mobile. The MMA states the optimum spend is “double digit percentage” of the total amount allocated, but says this is considerably more than the current average.
Greg Stuart, the Mobile Marketing Association’s CEO, said:
“The market has acknowledged there is a deep chasm between what brands are currently spending on mobile and consumer behavior, but now there is real, indisputable proof on the value of mobile to a brand’s business goals. I believe mobile presents the greatest transformation of marketing in our generation. With empirical data, SMoX now demonstrates the competitive opportunity for those marketers who figure out how to leverage the power of mobile effectively and optimize their spending with the most impactful allocations in their marketing mix, finally keeping pace with consumers.”
To back up its claims, the MMA has published some of the example campaigns it monitored for the SMoX study. MasterCard launched an ad campaign to promote its Travel Card across print, TV, digital, online, and social media in late 2014. The study revealed mobile was twice as effective compared to the campaign average when examining the number of people converted on image per dollar spent.
Earlier in the year, Coca-Cola wanted to build awareness of its Gold Peak Tea brand, and used TV, print, online, and mobile messaging to do the job. Mobile was responsible for 25% of top-of-mind awareness, 9% of image conversions, and 6% of sales – all with just 5% of the total campaign budget. It was a similar story for Walmart’s Back To School campaign, where mobile pushed 14% of the change in customers shopping intent, but used only 7% of the overall budget.
The SMoX study shows mobile audio, video, and native were the best ad performers, justifying the greater initial spend, and were also most effective at influencing brand perception and sales. Banner ads built awareness, while location-based marketing techniques boosted foot traffic.
The complete SMoX study will be made available for download, but only to those attending the MMA’s events during April.