Mobile Ad Response Shows Cross-Channel Promotion Need

The mobile advertising ecosystem continues to evolve. Consumers are taking more notice of these ads as they engage with their phones. In addition, other forms of ads are driving consumers to use their smartphones to search for more information and to sometimes buy the promoted product. These trends have implications for marketers.

Most studies predict that mobile advertising will reach about $2.6 billion in 2012. Marketers have a variety of format options on which to spend their mobile budgets but they’ll likely try to buy space where consumers are apt to notice them. In the past year, these numbers have changed somewhat. This year’s figures and formats appear below. Last year’s numbers are shown in parentheses. Notice the huge difference between this year and last with respect to ads being noticed on websites in the mobile environment. That drop suggests that marketers should be investing in apps as consumers appear to be shifting from accessing websites to downloading apps on their smartphones.

 

  • Using a search engine 40% (47%)
  • In apps 48% (43%)
  • Retailer website 25% (30%)
  • Video website 19% (21%)
  • Watching video 27% (19%)
  • On a website 9% (46%)

As consumers notice these ads, marketers are hoping they’ll take the next step – whether it’s research or actually purchasing the product. Ipsos MediaCT and TNS Infratest ran a survey for Google which measured how many consumers turn to their smartphones at least once for more information after being exposed to advertising in another format. Here’s how these numbers look (for a one month period of time):

  • TV 43%
  • Magazine 31%
  • In-store 40%
  • Poster 24%

The increase in the number of ways consumers notice mobile ads and the number of times they turn to their mobile devices after they see ads in another format points to the need for marketers to engage in cross-channel promotion.

[Source: Mobile Drives Direct Response for Other Ad Channels. Emarketer​.com. 30 May 2012. Web. 11 Jun. 2012]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.