Study: Mobile Banner Ads Have Same Brand Recall As TV Spots

Verizon is pointing to a recent IAG study as proof mobile banner ads work from a branding perspective.

MediaPost is reporting that Stephanie Bauer Marshall, head of mobile advertising at Verizon, shared data from an IAG study that showed mobile ad banners produce a click-through rate of 2%, v. 0.3% for online banner ads, and that recall on mobile banner ads was as high as recall of TV spots.

Which sounds great. Except when you take certain elements into consideration:

1. TV recall isn't that good.

2. According to the pub, only 20% of US mobile subscribers even receive SMS marketing messages in a given month (v. 27% in Europe), let alone view banner ads - so there's less clutter and more engagement, at least for now.

3. Click through rates will fall as number of messages goes up. In Europe, the response rate to an SMS marketing message is currently 12.4% in the US, according to M:Metrics stats cited in the pub. In Europe, with all that advertising, response rates are about 4..9%. When you look at the banner ad click through rate above, it doesn't bode well.

As I write in BRANDING UNBOUND the book, mobile marketing is so much more powerful banner ads and sms messages. To find out how, click here.

To read more about the Verizon/IAG study, click here.

Quick links:

BRANDING UNBOUND The Blog
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
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