24.com and The SpaceStation recently launched the findings of their first mobile study at an industry event in Johannesburg and Cape Town. Detailed findings from this study have now been published in a white paper by 24.com's Head of Research and Analytics, Gareth Lloyd. (You can view the white paper, entitled Evaluating the Effect of Mobile Display Advertising in South Africa, here).
How the research was conducted
The study was conducted with Swedish firm Brand Metrics to determine the efficacy of the mobile channel in promoting brand lift – and how to optimise advertising within it.
The mobile study used Checkers, Dion Wired, Dove, FNB, Old Mutual, OUTsurance, Samsung, Shoprite, Unilever, Volkswagen and Woolworths as participating brand partners. Each client had one campaign running, which included five ad formats: static image, animated GIF, native in-feed, rich media and video.
The study tracked 79 campaigns for 11 brands and some 26,188,383 impressions were served. A total of 22,833 surveys were completed.
Mobile advertising increases all metrics in the brand relationship and resulted in an average brand lift of 7,9%
All the ad formats tested resulted in brand uplift, but in different ways
Brand size has no meaningful relationship with brand lift; awareness shows the strongest negative relationship
Messaging type produces different brand lift effects
Audience targeting enhances the key advantage of each format
CTR has no relationship with brand lift
In conclusion, Lloyd notes that mobile campaigns using various formats and spanning retail, automotive, durable goods and FMCG, resulted in meaningful positive brand lift throughout the marketing funnel. The mobile channel is thus a powerful contributor to the success of brands.
These findings are based on substantial, carefully designed research, all of which is clarified in the white paper. For more detail regarding the methods and technology used, the questions asked, and the findings made, please see the paper, which is available here.
The SpaceStation offers a wide range of digital marketing solutions including native advertising, video, mobile, programmatic, social, app, DMP and content marketing. Part of 24.com and the Media24 Group, The SpaceStation is Naspers' lead digital media sales house in Sub-Saharan Africa.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.