OMS study: Greater awareness on a small display
Mobile advertising has a similarly strong advertising impact on mobile daily newspaper websites as traditional display advertising on desktop PCs. The decisive difference lies in the way it works, according to the OMS Mobile Advertising Effectiveness Study.
Advertising on mobile daily newspaper websites has a similar impact as on traditional daily newspaper websites. This is confirmed by the latest mobile advertising effectiveness study by the German premium marketer OMS. The difference between mobile and desktop advertising lies primarily in the way they work: Due to the smaller, easier to grasp and more focused mobile advertising, mobile campaigns on daily newspaper websites achieve a particularly strong brand awareness (plus 9 percent compared to desktop). Advertised brands are thus anchored more firmly in the minds of users via the mobile channel.
On the desktop, on the other hand, advertising pays particular dividends in terms of image (up 16% compared to mobile). Brands can be presented more elaborately and with extensive storytelling, and desktop advertising media are larger than mobile advertising media. The results are similar in terms of purchase preference: Mobile and desktop advertising increase the purchase intention of users to the same extent.
"For advertisers and media agencies, these results mean one thing above all: in order to achieve maximum advertising impact, they should increasingly rely on campaigns in which different segments such as mobile and desktop advertising work together in times of increasing multiscreen usage," says Linda Mozham, Commercial Director and member of the OMS management team. "However, current practice is different: According to the MAC Mobile Report 2014/01, mobile advertising revenue in Germany in 2013 increased by a further 67 percent to a total of EUR 65 million, but this only accounts for 4.9 percent of total online revenue. There is an urgent need to catch up here."
