Mobile ads are still considered a relatively new ad format. Currently, only about half the U.S. population has a smart phone so the mobile ads that many consumers see resemble text messages. But marketers on the leading edge are using more sophisticated ad formats to reach mobile consumers. And their efforts are making a bigger impression on specific demographic groups.
A study on mobile advertising released by Briabe Media and MocoSpace finds that over 1/3rd (37%) of consumers recall seeing mobile ads. Interestingly, older consumers indicated a higher recall rate as the following statistics show:
- Ages 14–19 37%
- Ages 20–29 35%
- Ages 30+ 39%
The findings also suggest a significant variation in mobile ad recall rates with respect to ethnic groups. Blacks lead all other groups in recalling ads seen on their mobile phones.
- Blacks 41%
- Asian 36%
- White 36%
- Hispanic 34%
- Other 35%
Of course, ad recall is just the first step in what marketers hope will be a complete purchase cycle prompted by advertising. Another study, released by the Mobile Marketing Association, found that 39% of consumers who see a mobile ad take action. And 43% of that group ultimately made a purchase. To date, marketers who promote consumer goods, mobile content and movies and entertainment have had the most success with mobile advertising.[Source: Who Recalls the Most Mobile Ads. eMarketer.com 21 Jan. 2011. Web. 7 Feb. 2011]