Mobile advertising can raise brand awareness by 23.9%, according to a study by Dynamic Logic.
The study compared awareness of 21 campaigns among respondents who had seen the ads on mobile and those who hadn't. Awareness was 23.9% higher among the former group, while purchase intent was 4.7% higher and brand favourability 5.4%.
Christina Goodman, director of global marketing and business development at Dynamic Logic, said, "There seems to still be a buzz about mobile advertising and there are still lots of questions about whether it works as a branding medium. What this research reveals is that mobile helps both brand awareness and also intent to purchase."
The campaigns covered vertical sectors including alcohol, automotive, consumer electronics, FMCG, entertainment, financial services, retail, telecoms and travel.
The research revealed that mobile ads increased brand awareness for every vertical.