Mobile Banner ads equal brand recall as TV spots

Rating: TV brand recall down or Mobile up?

Interesting article over on MediaPost Publications. They quote Stephanie Bauer Marshall, the mobile advertising leader for Verizon Wireless, who shared some of the telecom giant’s data at the Mobile Advertising Degree conference in Los Angeles on Wednesday.

Verizon’s Wireless research shows that “on average, small banner ads on mobile devices produce the same level of brand recall as the typical 30-second TV spot”

IAG carried out the research on Verizon’s behalf. Marshall went on to say that “the banner ads work really well, and that’s where you have the greatest reach,” adding that she “was blown away” by IAG data showing “they were on par with TV spots in terms of brand recall”. Mobile banner ads also produce click-through rates that are “exponentially higher than online” banner ads, Marshall enthused.

Others along with Marshall made a strong case for mobile advertising at the conference but she had to concede that the medium should be growing faster than it is and that click through rates are increasingly viewed as an insufficient ways to measure the success of a banner.

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