New research carried out by RED C on behalf of IAB Ireland, shows that mobile advertising has a higher brand impact than the average scores achieved across other media formats.
The research focused on a specific mobile-only campaign for Innocent Super Smoothie range. The study was conducted in partnership with MEC and its client Innocent with a specific mobile only campaign for the Super Smoothie range.
The campaign was supported by IAB publishers that included TheJournal.ie, DailyEdge.ie, Entertainment.ie, Daft.ie, IrishTimes.com, Done Deal, Independent.ie, Joe.ie, Her.ie, Irish Mirror, Sky News, MyHome.ie, Ticketmaster, The Score and Yahoo!
The research showed that an increase of 25% was recorded in brand preference among those who saw the mobile ad versus those who did not see it. Applying RED Star, RED C’S extensive norm base for advertising evaluation, the Innocent Smoothie mobile campaign achieved a Brand Impact score of 80 which is higher than the norms for all other media channels. In addition the campaign outperformed all other media on both rational and emotional impact.
Commenting on the study Adrian Acosta, Chair of IAB Mobile’s Council said “The Innocent Super Smoothie campaign has clearly demonstrated that mobile advertising delivers powerful branding impact. The study conveys great insights to advertisers on the branding effectiveness of mobile and demonstrates the opportunity for advertisers to maximise their branding ROI with increased mobile adspend”.
Richard Colwell, CEO of RED C Research added: “It is expected that mobile advertising could have a good impact on the short term rational call to action, but far more interesting is the impact that this mobile ad has had on the more long term emotional connection with the brand, which has been shown to deliver a bigger return on advertising investment. It suggests mobile can be very effective at the heart of any campaign.”