New research from the Internet Advertising Bureau (IAB), the trade association for digital marketing, has revealed that using mobile and online advertising in combination can significantly increase brand awareness and purchase consideration.
The study, based on a sample of 875 mobile Internet users and qualitative focus groups, investigated current trends in consumer behaviour, and specifically the impact of cross-media ad campaigns on a range of brand metrics.
The IAB partnered with research agency Brand Driver, mobile agency Mobext, and financial services provider Nationwide Building Society, who ran a series of mobile and online display ads promoting Home Insurance. The campaign, which ran simultaneously over the mobile operator sites of 3, O2, Orange, T-Mobile and Vodafone, and the mobile and web portals of MSN and Sky, found that:

• When exposed to ads across online and mobile, recognition was 43% greater than those exposed just to the online component.
• Consideration of Nationwide Home Insurance increased by 24% when respondents had been exposed to both the mobile and online ads.
• Spontaneous brand awareness was 50% higher amongst those who had seen mobile ads than those who had seen no Nationwide advertising, and increased to 114% when the sample was exposed to both online and mobile.
• Advertising across both platforms increased performance – the clickthrough rate online was 150% higher amongst those that were exposed to – and recalled – the mobile ad.

The study also identified three key trends for the mobile Internet, concerning consumer attitudes and behaviour, which the IAB says marketers should be incorporating into their 2010 communications strategies.
The first is using mobile to build brands and raise awareness. The research emphasises the fact that even in its relative infancy, mobile advertising can be a great brand-builder, raising awareness and prompting consumers to seek information. 37% of consumers stated that when they saw advertising on a mobile phone that interested them, they go to a PC or laptop to find out more.
The study also found, however, that consumers are still unsure of the cost implications of clicking through on mobile ads, with 60% of respondents still wary of clicking for this reason. However, this figure is around 17% lower than the last IAB mobile research, with KitKat, in July 2009. It is critical for brands to address this challenge by using mobile to spark intrigue or reinforce marketing messages to increase the impact of their cross-media campaigns, the IAB says.
The second trend is targeted advertising on mobile phones. The study confirmed that mobile Internet users respond better to advertising that is more relevant to their interests or intentions. Those in the purchase window for buying home insurance were 38% more likely to recall the mobile ads. In addition, for both media, the clickthrough rate was higher for those who were in the purchase window for home insurance six  times more effective in both cases. Irrelevance was the top barrier for respondents who did not click on the mobile ad, with 48% of respondents citing this as the main reason for not clicking through for more information.
Brands across all sectors should look to complement the users session by looking to target their advertising based on interests or demographics, particularly as such mobile Internet techniques have become more sophisticated.
Finally, says the IAB, user experience is critical. Ads on what the user considers to be a quality site are significantly more effective. Recognition of the mobile ads was 112% higher for those who enjoyed browsing the mobile site, and clickthrough rates were also 200% higher for those who rated the mobile site as good or very good. While mobile Internet usage may be more basic than PC-based surfing behaviour, consumers still felt that the experience and ease which which they were able to access information was of fundamental importance.
And with 18% of respondents stating that within the next year they expect to use the Internet more on a mobile than on their PC, brands need to be aware of the user experience not just on their own sites, but of those on which they advertise.
In order for mobile to become a core part of any advertisers marketing mix, its essential that it is able to prove its effectiveness alongside more traditional media, says Nationwide Digital Marketing Manager, Alex Bennett. The use of industry research will be a key way of demonstrating the benefit of including mobile within a marketing plan.
Partnering (with) the IAB on this project has provided some valuable insight into how mobile can influence the performance of other media, and the results have provided a positive case for the increased use of mobile as our digital strategy matures.
Tim Elkington, head of research at the IAB adds: “The research shows us that mobile advertising is driving brand awareness and is particularly effective when experienced by users in a trusted and valued environment. Weve also learnt how mobile internet consumption now fits seamlessly into users digital lives and how comfortable they are when switching between devices.”