Study Reveals Mobile Display Advertising More Effective Than Online
According to a new study revealed by Dynamic Logic, mobile display advertising broadly outperforms online display advertising. The study offers important "do's and don'ts" for effective mobile advertising and warns against repurposing online creative for mobile and stresses the importance of creative quality.
Three important factors that drive a successful mobile campaign:
- The location of a brand name or logo within a mobile ad matters: Left-side brand placement is generally most effective and has a strong impact on advertising recall
- Clear and persistent branding is important for brand awareness
- A strong call-to-action encourages interactivity and engagement to help drive purchase intent
Three biggest mistakes mobile advertisers make are:
- Repurposing online creative by cropping it for a mobile environment
- Showing one's brand only through a product shot
- Cluttering ads with too much text or too many logos
