Rating: It’s all about rich media & cross-media
As something of a first, madvertise has revealed the findings from a study into advertising effectiveness study for a rich media campaign. The study was undertaken in Germany in collaboration with Interrogare. Hence references here are to Telefónica’s O2 Germany not the UK. The study analyses the effects of advertising on mobile rich media campaigns. It covered rich media, interactive ads, video,and non-standard banner formats. One of the most amasing discoveries was that ad recognition increased by 130 per cent. This followed a campaign by O2 (Germany) which ran the campaign alongside the launch of the Samsung Galaxy S III. The aim was to promote the launch of a new tariff. Madvertise claims O2 integrated the ‘mobile’ channel into its entire cross-media advertising strategy. When compared against a control group survey taken before the O2 campaign ran, besides the 130 per cent rise the study found that respondents’ intent to purchase O2 products increased by a pretty impressive 30 per cent.
You can’t knock a brand image increase of 16 per cent, either.
Tino Krause, head of media – CRM & direct communication with Telefónica (O2) Germany, commented, “On the one hand it’s evidence we should continue with mobile as the right advertising platform, as well as confirming the leading position of O2 in Germany.”
Tino continued,”Innovative mobile advertising formats will continue to be a big part in our communication play.”
Madvertise insists the study shows that branding campaigns in the mobile advertising channel are highly effective and should be included in any balanced media mix.
GoMobile News would go one step further and say mobile is a ‘must’ not a ‘should’.
Additionally, the survey results shows that users interact with mobile rich media advertising up to seven times more effectively than with traditional banner ads.
Luckily, the results of the advertising impact study are available online for downloading so you can see for yourselves.
Sadly, the really important bits are in German but here‘s the link to a dreaded infographic.
