Mobile now accounts for more than 60 percent of all digital media time spent, but there is still hesitancy from advertisers around allocating more budget to mobile ads. Typically advertisers will require substantial proof before making large-scale changes to their media strategy, which is why the ability to measure mobile advertising effectiveness is so important in overcoming these hesitations.
With fat finger syndrome known to inflate click-through rates on mobile, advertisers are turning to other metrics to gauge the effectiveness of their ads. Brand metrics such as aided awareness, favorability, likelihood to recommend, and purchase intent can help illustrate at which phase of the purchase funnel consumers are being influenced. Comparing these metrics across each platform used in the campaign can also assist in making more optimal allocations.
The brand effectiveness norms that Comscore has for desktop and mobile shed light on the relative value of ads on each platform. Across a variety of brand lift metrics, mobile advertising actually outperformed display by a healthy margin.
In particular, mobile ads outperformed display ads on lower-funnel metrics such as likelihood to recommend and purchase intent. Mobile helps consumers access information anytime and anywhere, enabling advertisers to meet consumers wherever they are spending time – which is often closer to the point of purchase. This proximity to purchase, in addition to a more personal experience, make mobile an increasingly compelling proposition for advertisers. The need for measurement will only grow as mobile gains share of the digital ad market.
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