Mobile Display Ads: Does Unseen Make Unloved? [Research]

[jrineakter]

The great popularity, the use in various locations and the high involvement of smartphones offer unique opportunities for advertisers. Despite the great potential of smartphones as an advertising medium, little is known about the effectiveness of mobile advertising. The question that arises: do mobile advertisements have enough power to influence consumers? Is the short contact moment sufficient? Are the advertisements actually seen? And is noticing the advertisement actually necessary for an effect?

Due to the small screen of the smartphone, it is often a small advertisement. This is usually displayed briefly, because the small screen is often scrolled through. However, this research shows that mobile campaigns are also powerful enough to influence consumers. In this article I will explain the results of my research on mobile display advertising (MDA).

Mobile Display Ad Research
'Mobile is hot' and so is advertising via iran telegram number list smartphones. The most popular, and in terms of revenue the fastest growing form of mobile advertising, is mobile display advertising (MDA). These are banners on mobile sites or in apps. To assess whether this form of advertising is also effective, this research was conducted by the Vrije Universiteit (Communication Science department) in collaboration with research agency MeMo2 and Sanoma. Six mobile campaigns were used for this, from Ola, Lipton, ANWB, Subway, Ikea and Lenovo. These were all shown in 2013 and 2014 within the NU.nl app.



Mobile Display Ads Effective or Not?
The question in this research was; are mobile display ads noticed and are they effective? This research shows that 65 percent of respondents have (probably) seen the display ads. Subsequently, within this group, we looked at how effective mobile campaigns are in increasing spontaneous brand awareness and purchase consideration.

Are mobile display ads being noticed and effective?

The research showed that, despite the small advertising format and the short contact moment, brand awareness had increased. Spontaneous brand awareness was 15 percent higher among respondents who had seen the campaign than among respondents who had not received the campaign. Purchase consideration also appeared to have increased. This was 13 percent higher among respondents who had seen the campaign than among respondents who had not received the campaign.

In other words, if the campaign is noticed, it will contribute to increasing brand awareness and purchase consideration among the target group.

Unconscious advertising processing
In addition to respondents who indicated that they had seen the campaign, 35 percent also indicated that they had not seen the banner. This group did receive the banner on the screen (registered via a pixel), but did not notice it. An important question is whether this means a loss for the effectiveness of the campaign? Is it true that if you do not see the banner, it automatically does not influence you?

The current study therefore examined the campaign effectiveness in unconscious advertising processing; respondents who did receive the banner but did not notice it. First, the effect of the campaign on this group in terms of increasing spontaneous brand awareness was examined. It turned out that spontaneous brand awareness is not (significantly) higher among respondents who did not notice the advertisement compared to respondents who did not receive the banner. So if consumers do not notice the advertisement, brand awareness does not increase among the target group. In order to increase spontaneous brand awareness of the brand among the target group, consciously noticing the mobile advertisement is therefore necessary.

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Effect on purchase consideration
The effect of the campaign on subconscious processing and increasing purchase consideration was then examined. Purchase consideration had increased, despite the fact that respondents were not aware of the mobile advertisement. Purchase consideration was 5 percent greater among this group than among respondents who had not received the banner. The purchasing behavior of respondents is therefore positively influenced, regardless of whether they notice the banner or not. This means that even if respondents do not notice the banner, it still has a (possible) effect. The banner influences purchase consideration most strongly if consumers have noticed the advertisement.

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In conclusion, among consumers who noticed the banner, both brand awareness and purchase consideration are higher than among consumers who were not exposed to the campaign. Among consumers who did not notice the banner, purchase consideration is higher than among consumers who were not exposed to the campaign.

How can this be?
There is a logical explanation for the fact that purchase consideration increased among respondents who did not notice the banner, but spontaneous brand awareness did not.

If respondents do not notice a banner, it has been processed unconsciously in the brain (all information around us is processed unconsciously). The unconscious processing of an advertisement is not registered in the (conscious) memory, which is why the consumer does not remember having seen the banner. Because the banner and the information from it have not ended up in the (conscious) memory, brand awareness among this target group has not increased. With spontaneous brand awareness, respondents must be able to spontaneously recall brands from memory (they are asked which brands they can name in a certain category such as soft drinks). The purchase consideration is influenced, because respondents did not have to recall anything from memory (in the case of this study). A brand was presented (for example 'Ola') and they were asked whether they would consider purchasing this brand.

Unconscious processing of an advertisement does not ensure that you store the information from the banner in your memory (and therefore remember it), but it can unconsciously influence you positively.

The Power of Mobile Display Advertising
In conclusion, the study shows that mobile display advertisements are able to increase brand awareness and purchase consideration among the target group. If you want to increase spontaneous brand awareness as an advertiser, it is important that consumers consciously notice your advertisement. In addition, it is the case that, if consumers notice the banner, it has the strongest influence on the purchase consideration. In other words, it is important that the mobile display advertisement is noticed by the consumer. With content and design, you can ensure that the advertisement attracts the attention of the consumer. Of course, it must always be taken into account that the banner should not become irritating.