May 30, 2012
As media grows ever more connected, advertisers are discovering that different media channels show various levels of effectiveness at different times and consumers are using smartphones to perform cross-channel response activities . This morning, eMarketer released charts based on research from Google, conducted by Ipsos MediaCT and TNS Infratest, on the effectiveness of non-mobile ad channels in driving consumer mobile response as well as different ad locations. The data shows that as of March 2012, US smartphone owners are more likely to search on their smartphone in response to ads shown on TV than in a magazine, business, or on a poster.
What does this mean for mobile? For one, more advertisers will channel marketing dollars to TV to take advantage of the relatively high mobile response rates of TV ads, so we can expect to see an increase of TV campaigns incorporating the mobile medium. As more consumers respond to ads through their smartphones, brands without mobile-optimized sites will fall behind. On the technology side, innovations are sure to occur that will change the mobile landscape and consequently change how consumers are using mobile. With the rumor that an Apple TV is in the works, it would be interesting to see what direction mobile marketing takes and how mobile ad targeting and ad types will change.
Based on the charts above, below are some key highlights and takeaways I think are important for mobile marketers & advertisers to consider.
- Huge growth in mobile website ads being noticed—a growth of 37% between July 2011 and March 2012
- US smartphone owners are most likely to search on their smartphones in response to TV ads (43%) at least monthly as opposed to ads in magazines, brick-and-mortar businesses, and posters—31%, 40%, and 24% respectively
- In-store ads fall not far behind TV in effectiveness—40% of smartphone owners searched in response to ads they saw in stores at least monthly
- Retail locations were the number one out-of-home place for smartphone owners to take action (31%)
- Consumers are more likely to research products on their smartphone at home (58% of respondents) as opposed to “on the go” (43%) or in a store (31%)
- As the mobile landscape evolves and smartphone adoption increases, mobile response rates amongst different non-mobile and mobile ad channels will vary
- Expect to see more advertisers target consumers in the home
- In the foreseeable future, expect to see advertisers channel dollars to TV advertising to take advantage of the relatively high effectiveness of TV ads in driving mobile response from consumers
- Likewise, more brick-and-mortar businesses of all sizes will incorporate mobile into their marketing strategies