Nationwide Building Society campaign boosted by mobile
According to figures released by the IAB this week, mobile can boost online advertising effectiveness. OK this is not be surprising to those in the mobile industry, but it is certainly welcome news with click through rates up 150 percent and brand recognition up by 43 percent. The IAB partnered with research agency Brand Driver, mobile agency Mobext, part of MPG Media Contacts and financial provider Nationwide Building Society, who ran a series of mobile and online display ads promoting Home Insurance.
The campaign, which ran simultaneously over the mobile operator sites of 3, O2, Orange, T mobile and Vodafone, and the mobile and web portals of MSN and Sky, found that:
* When exposed to ads across online and mobile, recognition was 43% greater than those exposed just to the online component.
* Consideration of Nationwide Home Insurance increased by 24% when respondents had been exposed to both the mobile and online ads.
* Spontaneous brand awareness was 50% higher amongst those who had seen mobile ads than those who had seen no Nationwide advertising, and increased to 114% when the sample were exposed to both online and mobile.
* Advertising across both platforms increased performance – the click-through rate online was 150% higher amongst those that were exposed to – and recalled – the mobile ad.
The study also identified 3 key trends for the mobile internet relating to consumer attitudes and behaviour, which marketers should be incorporating into their 2010 communications strategies: targeting, user experience and brand-building.