ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Exposure to mobile ads lifts branding: Dynamic Logic

New research from Millward Brown's Dynamic Logic unit claims that mobile advertising can be an effective medium for raising brand awareness through the purchase funnel.

An average increase of 23.9 percentage points in mobile ad awareness proves that mobile ad campaigns get through and catch the consumer's attention versus those who are not exposed to such efforts.

"While these results are only based on a small number of campaigns and should be used for directional purposes, we realize it is important for our clients to begin comparing their mobile campaign's effectiveness to an industry average," said Michelle Eule, managing director of Dynamic Logic, New York, in a statement.

The findings of this early research are part of 21 AdIndex for Mobile research studies that Dynamic Logic has conducted nationwide and in Britain to measure the branding effects of mobile advertising campaigns across sectors.

The sectors measured include automotive, alcohol, consumer electronics, consumer packaged goods, entertainment, retail, financial services, telecommunications and travel. The campaigns include ads on WAP sites and downloadable mobile applications.

Based on the studies, Dynamic Logic noticed average increases in brand favorability and purchase intent of 5.4 percent and 4.7 percent, respectively.

These performance averages support the ability of mobile advertising to change consumer attitudes toward a brand and drives intent to buy.

One of the reasons for these positive averages is possibly the newness of the mobile advertising medium, according to Dynamic Logic. Consumers may be intrigued and pay more attention to ads on their mobile phone that appear on a smaller screen and less cluttered environment than the computer Internet.

However, the company says more research and campaign analysis is needed to help marketers and advertisers understand what will work best on mobile.

Dynamic Logic's AdIndex tests and analyzes digital campaigns across online, mobile and gaming channels.

Other products include CrossMedia Research to evaluate multimedia campaigns; MarketNorms, a syndicated ad effectiveness planning and benchmarking database; and LinkSelect for Digital, an online copy-testing service with Millward Brown.

Millward Brown is part of The Kantar Group, itself owned by agency conglomerate WPP Group PLC, London.

Dynamic Logic polled 25,050 respondents for this research.

"As we do more studies, we continue to build these initial averages into a normative database that can be used for a more granular look into the mobile data in the same way our MarketNorms database is used for online performance benchmarking and planning," Ms. Eule said in the statement.