Benchmarking Mobile Ad Effectiveness with
Mobile InsightNorms

Key Messages from OMMA Mobile

On April 29th, Joy Liuzzo, Director of Marketing & Mobile Research at InsightExpress, presented the OMMA Mobile opening keynote, Morning Metrics: What Really Works in Mobile Advertising?. Highlights from Joys presentation are shared below.

Message #1: Mobile Works

When we look at overall mobile norms (display, SMS, video, IVR, applications) we see that mobile is returning results that are currently five times higher than online. This is not to say that mobile is better than online, but for an emerging and evolving media channel, we can definitely demonstrate that mobile is having a positive impact on brand metrics.

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Message #2: Dont Ignore Females

Most people have a picture in their minds of a typical mobile user and more often than not, that user is a younger male. According to our data, this is not necessarily inaccurate, but, we also see a healthy proportion of female mobile users who are being impacted by advertising albeit differently than the males. When we slice the Mobile InsightNorms data by gender, we see that females are returning slightly higher results than males. Typically this finding in and of itself would not be that interesting, except for the fact that we do not see this same impact difference in online studies. Campaigns or brands that are focused on females should not ignore mobile media.

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Message #3: Mobile Moves Younger Ages Further Down the Purchase Funnel

Moving a consumer down the brand development funnel to the point they want to purchase the product takes time and effort. When we sliced the InsightNorms data by age for mobile and online, we focused on the most critical metric for the majority of campaigns, increasing purchase intent. What we found is that 18-24 year olds who were exposed to a mobile campaign actually had a nine times higher increase in purchase intent than those exposed to an online campaign. This finding becomes even more impressive when you notice that purchase intent increases for online campaigns for this same demographic are, in essence, flat. Again, the data show that mobile media has a place within campaigns.

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Learn More

For details on how Mobile InsightNorms can help you measure the success of your next mobile campaign, please contact Joy Liuzzo at jliuzzo@insightexpress.com or call/text 203.252.7005.