JumpTap, a mobile search and advertising solutions provider, announced the results of a study conducted on the effectiveness of mobile advertising. The study, commissioned from Research and Analysis of Media (RAM) revealed the increased effectiveness of mobile advertising in terms of brand recognition, recall, and purchase rates.
RAM is a unique research system that measures how advertisements and articles are read and understood, and what impact they have in the market. The system has been developed to meet the media's need for surveys and market research.
The above study underlines the fact that mobile devices are becoming the dominant marketer-consumer touch point. JumpTap offers the ongoing brand research insight to its customers when they sign up for mobile advertising campaigns.
The study was conducted on a sample group of 300 Swedish Telia SurfPort users to measure advertiser recall, purchase intent and ad quality on mobile. They were shown ads from EMI, Eurobate, Plutolife (Mobilove), and Discovery Channel Sweden. About one third of the respondents did not have prior knowledge about the advertisers.
The study revealed that the number of people who are likely to seek further information after seeing a mobile advertisement is much higher than the corresponding number in online advertisements. About 10 percent of 16-24 year-olds and 28 percent of 45-79 year-olds stated they would seek out information from mobile ads. The corresponding numbers for online advertisements were zero percent and 13 percent.
“RAM’s research supports the effect mobile ads can have on consumers due to the personal and interactive relationship they have with their mobile devices,” said Paran Johar, CMO of JumpTap, in a statement.
“With mobile advertising slated to reach $2.7billion in 2008 (study by Gartner Group) and $19billion (study by eMarketer) by 2012, now is the opportune time for advertisers to integrate mobile in their media buying mix,” added Johar.
JumpTap aims to give advertisers the most powerful tools to advertise on mobiles, from offering a wide range of ad formats for “one-stop shop” mobile media buys to market-leading technology for targeted ad delivery. By giving access to RAM’s global media research, JumpTap helps advertisers and brands to gain good understanding of their mobile campaigns and to optimize them for greatest return.
JumpTap currently serves more than 140 million mobile subscribers through partnerships with 16 mobile operators and numerous content publishers. JumpTap was selected by IDC as one of the 10 emerging mobile players to watch in 2007.
Rajani Baburajan is a contributing editor for IoTevolutionworld. To read more of Rajani’s articles, please visit her columnist page.
