Mobile Advertising For Brand Building
Results from a recent study by DynamicLogic, show that Mobile Web advertising is a highly effective channel for influencing brand perception and increasing purchase intent.
The study involved the Hampton Hotel’s advertising on weather.com. Not only did the advertising campaign raise message association with Hampton Hotels versus other hotel brands, the respondents’ overall favorability toward Hampton was higher for those exposed to the ads (62% favorability) than for those not exposed to the ads (48%). The campaign also showed an 11.4 percentage point increase in consideration to stay at the Hampton for their next trip after ad exposure.
Given that the mobile adspace is still developing, how long would it be before the advertising even on the small screen becomes completely response driven?
Filed under: Mobile, News, Trends