Mobile Banner Ads Have Same Brand Recall As TV Spots
May 15, 2008 – 9:00 amMediaPost had a great article today about mobile banner ads.
“On average, small banner ads on mobile devices produce the same level of brand recall as the typical 30-second TV spot.”
“The banner ads work really well, and that’s where you have the greatest reach,” Marshall said, adding that she “was blown away” by IAG data showing they were on par with TV spots in terms of brand recall. (IAG used the same method for measuring brand recall that it does with TV ads.) Mobile banner ads also produce click-through rates that are “exponentially higher than online” banner ads, where CTR has fallen to about 0.3%; mobile banners produce an overall click-through rate of 2%, even “slightly higher for entertainment brands.” [via]
Technorati Tags: mobile, banner, ads, TV, recall, advertising, research
One Response to “Mobile Banner Ads Have Same Brand Recall As TV Spots”
That’s pretty incredible. Why are we producing these?
By Jeff Risley on May 17, 2008