©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Mobile advertising continues to perform well compared to online advertising, according to the latest ad effectiveness study from digital marketing research firm InsightExpress. From November 2007 to December 2010, mobile has posted better results than online across key measures including aided and unaided awareness, ad awareness, message association, brand favorability and purchase intent.
Mobile shows double or triple the percentage of online ad effectiveness in each of the metrics. Mobile ad awareness is 23% compared to 8% online, for example, while purchase intent for mobile is 11% versus 3% online. But the InsightExpress report notes that the gap between the two digital media has decreased compared to last year as online campaigns increased effectiveness in the last year.