Study shows: Mobile advertising works

The supported level of awareness of the test product was increased by 30 percent. In addition, there was a 50 percent gain in likeability. The challenge of the future for advertising providers, clients and agencies will be to develop new formats and creative subjects tailored to mobile devices.

The trend of Internet use via mobile devices continues unabated: According to Net Metrix Mobile 2013, 3.2 million people in Switzerland already use the Internet via smartphones and tablets, and 2.2 million do so daily or almost daily. This means that mobile devices are advancing to become an increasingly important advertising channel. The effectiveness of mobile advertising has so far been little researched, which is why the market research institute GFK, Migros and Tamedia have joined forces to implement the "Mobile Case", a Europe-wide new type of advertising effectiveness study.

Tamedia delivered advertising from Migros for the coffee drink Grande Caffè on various of its mobile platforms in German- and French-speaking Switzerland in different formats. The news platforms of 20 Minuten and Newsnet, which includes 24heures.ch, Baslerzeitung.ch, Bernerzeitung.ch, Derbund.ch, Lematin.ch, Tagesanzeiger.ch and Tdg.ch, participated. In addition, the advertising also appeared on the search and directory platform search.ch. A representative sample of 1800 people was selected from the regular users of these mobile sites on smartphones and tablets with iOS and Android operating systems and surveyed before and after the campaign.

Spontaneous awareness of Grande Caffè was one percent before the mobile campaign and five percent afterwards, increasing by an impressive 400 percent. Supported awareness increased by 30 percent to 58 percent as a result of the campaign. The greater the number of contacts with the advertising, the greater the awareness. Among people with an affinity for the product, awareness was increased by 25 percent. In addition, there was a sympathy gain of up to 50 percent. The number of people surveyed who said after the campaign that they would consider buying Grande Caffè increased by 36 percent. Among those who had already purchased the product once, there was a 31 percent increase. A whopping 47 percent more would recommend Grande Caffè to others.

Mobile advertising can therefore have a positive effect at all levels, such as awareness, liking and purchase consideration. There will also be some challenges in the future: Smartphones and tablets are very personal devices and advertising can be difficult to ignore. This offers attention, but also poses the risk of overdose. The study found that the optimal contact dose is between three and five contacts. At six contacts or more, study participants found the advertising intrusive and, accordingly, the likability score dropped to the level of one to two contacts. Advertising providers, clients and agencies are therefore challenged in the development of new formats and creative subjects. Users want to be offered a surprising advertising experience tailored to the device.

The study presentations of GRP, Migros and Tamedia can be downloaded in PDF format.