Five steps to effective mobile campaigns

04.07.09 - 12:23 ... source : IAB UK

... IAB, Brand Driver and Kit Kat® study shows effectiveness of mobile display ads: raising awareness and recognition.Digital trade body releases five steps to effective mobile campaigns – industry's first guidelines for mobile advertising.Friday, 3 July 2009A research study from the Internet Advertising Bureau – the trade body for digital marketing – and research company Brand Driver, in conjunction with Kit Kat® has found that mobile display advertising can increase brand awareness and recognition. The UK's first publicly available mobile brand study to cover effectiveness across a range of mobile properties used a sample of 600 mobile internet users. Respondents were exposed to banner ads for FMCG brand Kit Kat® across four major mobile sites – Orange World, o2 Active, Planet 3 and Heatworld - which promoted "free downloads" or the chance to "win an ipod".Respondents who clicked on the ads were sent to the relevant page within t ...» Next (HTML)