The research conclusively revealed the increased effectiveness of mobile advertising with regards to brand recognition, recall and purchase rates. The findings are especially valuable to advertisers looking for confirmation that mobile devices are becoming the dominant marketer-consumer touch point. JumpTap is offering new customers this unique service for ongoing brand research insight when they sign up for mobile advertising campaigns.
RAM conducted its research with a sample group of 300 Swedish Telia SurfPort users to measure advertiser recall, purchase intent and ad quality on mobile. Respondents were shown ads from EMI, Eurobate, Plutolife (Mobilove) and Discovery Channel Sweden. Although approximately one third of respondents had no familiarity with the advertisers beforehand, the campaigns yielded compelling results:
- JumpTaps ads had on average a 20% greater recall rate than other compared ads
- Users are much more likely to seek further information after seeing a JumpTap advertisement, with between 10% of 16-24 year-olds and 28% of 45-79 year-olds stating they would seek out information. This compared to 0% of the 16-24 age group and only 13% of the 45-79 age group who would look for more information after seeing other advertisements.
- Users are more likely to purchase from JumpTap ads than from others—especially women, who were twice as likely (at 15%) to make a purchase. Again, the impact on the 16-24 age groups was significant with 9% responding that they would likely make a purchase versus 0% others.
“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. “With mobile advertising slated to reach $2.7B in 2008 and $19B by 2012, now is the opportune time for advertisers to integrate mobile in their media buying mix.”
Delivering and representing mobile ad inventory on the world’s leading operator portals and publisher sites, including NBC Universal and Fox Mobile Entertainment, JumpTap provides advertisers with a host of services to meet marketing objectives and to make mobile advertising easy to implement. The company aims to give advertisers the most powerful tools to advertise on mobile, from offering a wide range of ad formats for “one-stop shop” mobile media buys to market-leading technology for targeted ad delivery. With ongoing access to RAM’s breakthrough global media research, JumpTap is helping advertisers and brands to gain the deepest understanding of their mobile campaigns and to optimize them for greatest return. As preliminary research with JumpTap advertisers demonstrates, the results will provide valuable advertising insight and proof that mobile has the power to be more impactful and effective than online ads.