Who can blame marketers for wanting to use the same display ads for both online and mobile campaigns? There’s big cost involved in creating those ads. But analysts warn that taking the same display ad that has been working well online and rolling it out to the mobile platform could have a negative impact on the brand.

According to Millward Brown Dynamic Logic research presented during the recent Mobile Media Summit, consumers were “overwhelming receptive” to mobile display when it first arrived. The same pattern occurred with online advertising. But the novelty is beginning to wear off. Marketers are now reporting a huge gap in the effectiveness between best performing and worst performing mobile ads with respect to the following measurement factors:

  • Aided Brand Awareness (most effective +18.1, least effective -2.7)
  • Mobile Ad Awareness (most effective +44.4, least effective +2.4)
  • Message Association (most effective +29.8, least effective -1.3)
  • Brand Favorability (most effective +14.5, least effective -4.9)
  • Purchase Intent (most effective +16.3, least effective -4)

These numbers suggest that marketers must make sure their ads perform well in the mobile environment to keep their brands safe. To do so, they should take the following measures:

  • Place logo or brand name on left side of screen
  • Branding must be clear and persistent
  • Use strong call to action to boost interaction and engagement

Dynamic Logic analysts have found that mobile is outpacing online right now in terms of ad effectiveness. Some of this performance is likely linked to consumers experimenting with all the ways their smartphones can serve them. But in the long run, to keep consumers engaged as mobile becomes just another place to buy and sell goods, marketers need to target their audience with entertaining and creative content that is unique to the platform.

[Source: Mobile Display Advertising More Effective Than Online. Dynamic Logic.com. 6 Oct. 2011. Web. 21 Oct. 2011]