First ever sector-specific research project into attitudes towards mobile phone advertising has been conducted by Aerodeon and Millward Brown.
• Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
• Mobile Internet browsing increases PC Internet browsing
• 3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
Full release...
• Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
• Mobile Internet browsing increases PC Internet browsing
• 3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
Full release...
First ever sector-specific research project into attitudes towards mobile phone advertising has been conducted by Aerodeon, a leading mobile advertising agency and brand research agency Millward Brown
• Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
• Mobile Internet browsing increases PC Internet browsing
• 3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
London, UK – 8th May 2008 - The first ever sector specific research project into consumer attitudes towards mobile phone advertising has been commissioned by Aerodeon, a leading mobile advertising agency and conducted by brand research company Millward Brown. The study was supported by sponsors across several key market sectors in digital advertising including Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange. For all sectors covered, it found that over 3 in every 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles.
Conducted in January 2008, the research project solicited and measured the opinions of more than one thousand 18-64 year old personal computer Internet users in the UK, split equally by gender. The study aimed to highlight which product and service sectors would benefit most from investment in mobile advertising and marketing, and which formats, content and communication methods would be most acceptable to consumers and effective for advertisers.
Other highlights from the study include:
• Over half (52 percent) of ALL PC Internet users use the mobile Internet, rising to 3 in 4 (77 percent) of 18-24 year olds.
• 1 in 3 of all mobile Internet users browse at least once a week.
• Average surfing time per session is six minutes with one quarter of all 18-34 year olds spending more than 10 minutes per session when browsing the mobile Internet.
• Mobile Internet surfing makes consumers feel they have reduced consumption of magazines and newspapers (net of 17 percent feel they are reading less). In contrast, it seems mobile surfing may increase PC-based Internet consumption (net of 23 percent feel they are surfing more).
• 2 in 3 of ALL mobile Internet users use mobile Internet to search.
• Amongst heavy users of the mobile Internet, having access to the mobile Internet is more important than TV or newspapers.
• Nearly half of all regular mobile Internet users use the mobile Internet to research big ticket, high consideration items such as cars and holidays.
• The main barrier to adoption for non-users is cost and a lack of knowledge about how to access mobile Internet services.
Advertisers who sponsored the research are now examining the findings to identify the best category-specific mobile marketing opportunities among their individual target audiences.
Chris Bourke, MD Aerodeon said, “This study contributes to the growing body of compelling evidence that mobile offers advertisers unique advantages and that investment in it is necessary to achieve a 360 degree digital communication strategy.”
Steve Ricketts, Head of Third Party Services, Orange UK said, “This study provides powerful evidence for UK digital advertisers to take the initiative and include more mobile media in their marketing plans. The results show that more and more British consumers are using mobile media and that their behavior offers advertisers brand new ways to engage potential customers, drive sales and build brand equity. These positive findings reflect the ever increasing adoption and uptake of mobile media.”
Aerodeon collaborated with Millward Brown on the development of the study on behalf of the brand sponsors involved and it is believed to be the first to examine the effectiveness of mobile advertising on an industry sector-by-sector basis.
Claire Arnold, the Account Manager at Millward Brown who managed the study said, “We’ve been delighted to work with Aerodeon on this ground-breaking study. The majority of mobile phone users have now dipped their toes into the mobile Internet, and the heaviest of these users are clearly showing the potential value of this personal connection point for advertisers. Mobile search ads and relevant, targeted mobile display advertising are both very interesting new opportunities for marketers – particularly those with progressive, modern brands looking to target a younger audience.”
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UK’s first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including P&G, Diageo and News International from its headquarters in London.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions -- both qualitative and quantitative -- Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and BMRB (public sector, media and market research). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
• Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
• Mobile Internet browsing increases PC Internet browsing
• 3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
London, UK – 8th May 2008 - The first ever sector specific research project into consumer attitudes towards mobile phone advertising has been commissioned by Aerodeon, a leading mobile advertising agency and conducted by brand research company Millward Brown. The study was supported by sponsors across several key market sectors in digital advertising including Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange. For all sectors covered, it found that over 3 in every 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles.
Conducted in January 2008, the research project solicited and measured the opinions of more than one thousand 18-64 year old personal computer Internet users in the UK, split equally by gender. The study aimed to highlight which product and service sectors would benefit most from investment in mobile advertising and marketing, and which formats, content and communication methods would be most acceptable to consumers and effective for advertisers.
Other highlights from the study include:
• Over half (52 percent) of ALL PC Internet users use the mobile Internet, rising to 3 in 4 (77 percent) of 18-24 year olds.
• 1 in 3 of all mobile Internet users browse at least once a week.
• Average surfing time per session is six minutes with one quarter of all 18-34 year olds spending more than 10 minutes per session when browsing the mobile Internet.
• Mobile Internet surfing makes consumers feel they have reduced consumption of magazines and newspapers (net of 17 percent feel they are reading less). In contrast, it seems mobile surfing may increase PC-based Internet consumption (net of 23 percent feel they are surfing more).
• 2 in 3 of ALL mobile Internet users use mobile Internet to search.
• Amongst heavy users of the mobile Internet, having access to the mobile Internet is more important than TV or newspapers.
• Nearly half of all regular mobile Internet users use the mobile Internet to research big ticket, high consideration items such as cars and holidays.
• The main barrier to adoption for non-users is cost and a lack of knowledge about how to access mobile Internet services.
Advertisers who sponsored the research are now examining the findings to identify the best category-specific mobile marketing opportunities among their individual target audiences.
Chris Bourke, MD Aerodeon said, “This study contributes to the growing body of compelling evidence that mobile offers advertisers unique advantages and that investment in it is necessary to achieve a 360 degree digital communication strategy.”
Steve Ricketts, Head of Third Party Services, Orange UK said, “This study provides powerful evidence for UK digital advertisers to take the initiative and include more mobile media in their marketing plans. The results show that more and more British consumers are using mobile media and that their behavior offers advertisers brand new ways to engage potential customers, drive sales and build brand equity. These positive findings reflect the ever increasing adoption and uptake of mobile media.”
Aerodeon collaborated with Millward Brown on the development of the study on behalf of the brand sponsors involved and it is believed to be the first to examine the effectiveness of mobile advertising on an industry sector-by-sector basis.
Claire Arnold, the Account Manager at Millward Brown who managed the study said, “We’ve been delighted to work with Aerodeon on this ground-breaking study. The majority of mobile phone users have now dipped their toes into the mobile Internet, and the heaviest of these users are clearly showing the potential value of this personal connection point for advertisers. Mobile search ads and relevant, targeted mobile display advertising are both very interesting new opportunities for marketers – particularly those with progressive, modern brands looking to target a younger audience.”
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UK’s first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including P&G, Diageo and News International from its headquarters in London.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions -- both qualitative and quantitative -- Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and BMRB (public sector, media and market research). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
10/03: 2008 Award Wins for Aerodeon
Aerodeon walked away with the "Best Planning & Insight" gong at the Mobile Marketing Awards last Thursday and three "High Commendations" at the Revolution Ceremony on Friday for our work with Diageo and Procter & Gamble in 2007.
Having recently made the shortlist for the 2008 Mobile Marketing Awards, Aerodeon, the mobile advertising agency, is proud to announce it has also made the finals in two categories for the forthcoming Revolution 2008 Awards. Each year Revolution honours the most effective digital campaigns in the UK and Aerodeon is delighted to have its work with Guinness respected by the judges in the Mobile and Business-to-Business categories and its work to measure mobile advertising effectiveness for Procter & Gamble recognised in the Mobile category.
Aerodeon, the mobile advertising agency, has been shortlisted in two categories for the forthcoming Mobile Marketing UK Awards 2008. Aerodeon's work to drive sales of Guinness on-trade and its efforts to evaluate mobile advertising effectiveness for Procter & Gamble have been shortlisted in the Business-to-Business and Best use of Planning categories respectively.
Aerodeon has been invited for the second year running to judge the Vodafone Mobile Marketing Awards in 2008. The awards recognise a number of achievement categories including "Best use of Mobile for Branding" and "Best Agency" along with new categories that applaud the efforts of mobile content firms to build brands.
For the first time in its history the Design & Art Direction Awards - the most coveted creative award in the advertising industry symbolised by the legendary 'Pencil' - will include a mobile category. Aerodeon Creative Director Kieran Bourke has been selected to sit alongside representatives from Procter & Gamble and Diageo to judge the entries in the summer of 2008. These awards show that mobile advertising has reached such importance in marketing communications planning that it warrants global creative peer review.
The IPA has formed a working group dedicated to mobile marketing as it continues its march into digital.
The group is chaired by Kieran Bourke, Creative Director at Aerodeon and mobile spokesperson for the IPA, with representatives Carat, Dare, Glue, Mindshare, Profero and Zed making up the working party dedicated to looking into mobile opportunities for advertisers.
"Our role is to reflect what our members are interested in," said Nigel Gwilliam, media business manager for the IPA.
"There's no doubt that mobile has the essential ingredients, potential audience and technology in place."
The IPA has also contributed to the MMA's guidelines surrounding mobile banner technical specifications, which it's to publish shortly.
One report in the pipeline will draw together the various options that exist for advertisers on mobile. It includes click-to-call, display and content download data. The group has collected rates and information from ad networks and publishers.
"It's an easy-to-use reference guide of the different opportunities that exist," said Gwilliam.
The working group has also assembled a series of case studies showcasing how mobile has previously been used by advertisers.
The group is chaired by Kieran Bourke, Creative Director at Aerodeon and mobile spokesperson for the IPA, with representatives Carat, Dare, Glue, Mindshare, Profero and Zed making up the working party dedicated to looking into mobile opportunities for advertisers.
"Our role is to reflect what our members are interested in," said Nigel Gwilliam, media business manager for the IPA.
"There's no doubt that mobile has the essential ingredients, potential audience and technology in place."
The IPA has also contributed to the MMA's guidelines surrounding mobile banner technical specifications, which it's to publish shortly.
One report in the pipeline will draw together the various options that exist for advertisers on mobile. It includes click-to-call, display and content download data. The group has collected rates and information from ad networks and publishers.
"It's an easy-to-use reference guide of the different opportunities that exist," said Gwilliam.
The working group has also assembled a series of case studies showcasing how mobile has previously been used by advertisers.
The first research project into the effectiveness of mobile phone advertising on brand awareness, recall and purchase intent has been conducted by Aerodeon, a leading mobile advertising agency, through independent brand research agency Millward Brown. Conducted using mobile phone survey technology, the research measured how much ad awareness and brand consideration was generated for a global male grooming brand by a banner ad creative, produced by Aerodeon, on a UK mobile web portal. The research showed that branded ad awareness increased by more than 30 percent. Future purchase consideration also increased by 23 percent among users of the brand and 11% among non users.
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Single ad strongly increases ad awareness and likelihood to buy
London, UK - 8 October 2007 - The first research project into the effectiveness of mobile phone advertising on brand awareness, recall and purchase intent has been conducted by Aerodeon, a leading mobile advertising agency, through independent brand research agency Millward Brown. Conducted using mobile phone survey technology, the research measured how much ad awareness and brand consideration was generated for a global male grooming brand by a banner ad creative, produced by Aerodeon, on a UK mobile web portal. The research showed that branded ad awareness increased by more than 30 percent. Future purchase consideration also increased by 23 percent among users of the brand and 11% among non users.
Conducted in August, the research project measured the opinions of more than 500 male consumers between the ages of 18 and 35 years over a 4 week period while the ad aired. Short 3 minute surveys were conducted via mobile phones using WAP technology. The study used the ‘AdIndex for Mobile’ design created by Dynamic Logic — A Millward Brown company, which meant that half of the respondents were exposed to the advertising - a branding banner incorporating a competition. The other half of respondents were not exposed to the advertising. Differences between the two groups demonstrate the brand impact of the mobile advertising.
Currently, the success of mobile advertising campaigns is measured simply by exposure and click-throughs. Duncan Southgate is a director of Global Innovation at Millward Brown. He says, “Marketers need to measure thoughts as well as thumbs when it comes to mobile advertising. Looking just at click-throughs or site visits provides no indication of what people feel about brands which advertise in this relatively new medium.”
“As more advertising is conducted on mobile devices, brands should adopt some of the same measurement techniques that they use in other channels to ascertain the brand impact and effectiveness of their campaigns. Techniques such as Dynamic Logic’s AdIndex can now be applied to mobile phone advertising.”
According to Southgate, “the increases seen in this first study are strong by any measure, and suggest there may well be significant opportunities for advertisers who are early aboard the mobile bus.”
While direct comparisons are not possible due to the different methodologies, Dynamic Logic’s MarketNorms database shows that the average increase in ad awareness of an online advert is around 7 percent. MarketNorms has measured the effectiveness of more than 3,100 online ad campaigns over the last 7 years, and has clearly shown that new ad technologies (initially banners and more recently online video ads) often have a honeymoon period, where effectiveness is particularly strong in the early days while consumers are less familiar with the ad format. Aerodeon and Millward Brown are now conducting further studies to provide normative benchmarks for mobile advertising.
Chris Bourke, Managing Director at Aerodeon, said, “We’re excited to have been involved in this ground-breaking research, and really encouraged by the results for our client. This is the first project that looks in detail at how people feel about an ad and gives an indication of how mobile ads can build brand engagement. As mobile advertising continues to expand we are very keen to conduct similar research for other clients, and learn more about which mobile ad types are most successful.”
According to the Shosteck Group, the value of the global mobile advertising market could reach $10 billion by 2010. Mobile offers a new way to cut through in today’s cluttered media environment, combining precise targeting with a brand encounter in an intimate environment, and the potential for further interactive engagement. Continued Bourke, “Some marketers are understandably cautious that advertising on mobiles may be seen as a potential intrusion. Research such as this should reassure marketers that appropriate ads can deliver very positive results for their brands.”.
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UK’s first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including Mastercard, Diageo and News International from offices in London.
About Millward Brown
Millward Brown is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown’s Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world’s leading media and market profiling tool). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.
About Dynamic Logic
Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex to test and analyse online advertising, CrossMedia ResearchTM to evaluate multimedia campaigns, MarketNorms, a syndicated ad effectiveness planning and benchmarking database, and LinkTM for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, Los Angeles, Providence, San Francisco, London, and Tokyo. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
London, UK - 8 October 2007 - The first research project into the effectiveness of mobile phone advertising on brand awareness, recall and purchase intent has been conducted by Aerodeon, a leading mobile advertising agency, through independent brand research agency Millward Brown. Conducted using mobile phone survey technology, the research measured how much ad awareness and brand consideration was generated for a global male grooming brand by a banner ad creative, produced by Aerodeon, on a UK mobile web portal. The research showed that branded ad awareness increased by more than 30 percent. Future purchase consideration also increased by 23 percent among users of the brand and 11% among non users.
Conducted in August, the research project measured the opinions of more than 500 male consumers between the ages of 18 and 35 years over a 4 week period while the ad aired. Short 3 minute surveys were conducted via mobile phones using WAP technology. The study used the ‘AdIndex for Mobile’ design created by Dynamic Logic — A Millward Brown company, which meant that half of the respondents were exposed to the advertising - a branding banner incorporating a competition. The other half of respondents were not exposed to the advertising. Differences between the two groups demonstrate the brand impact of the mobile advertising.
Currently, the success of mobile advertising campaigns is measured simply by exposure and click-throughs. Duncan Southgate is a director of Global Innovation at Millward Brown. He says, “Marketers need to measure thoughts as well as thumbs when it comes to mobile advertising. Looking just at click-throughs or site visits provides no indication of what people feel about brands which advertise in this relatively new medium.”
“As more advertising is conducted on mobile devices, brands should adopt some of the same measurement techniques that they use in other channels to ascertain the brand impact and effectiveness of their campaigns. Techniques such as Dynamic Logic’s AdIndex can now be applied to mobile phone advertising.”
According to Southgate, “the increases seen in this first study are strong by any measure, and suggest there may well be significant opportunities for advertisers who are early aboard the mobile bus.”
While direct comparisons are not possible due to the different methodologies, Dynamic Logic’s MarketNorms database shows that the average increase in ad awareness of an online advert is around 7 percent. MarketNorms has measured the effectiveness of more than 3,100 online ad campaigns over the last 7 years, and has clearly shown that new ad technologies (initially banners and more recently online video ads) often have a honeymoon period, where effectiveness is particularly strong in the early days while consumers are less familiar with the ad format. Aerodeon and Millward Brown are now conducting further studies to provide normative benchmarks for mobile advertising.
Chris Bourke, Managing Director at Aerodeon, said, “We’re excited to have been involved in this ground-breaking research, and really encouraged by the results for our client. This is the first project that looks in detail at how people feel about an ad and gives an indication of how mobile ads can build brand engagement. As mobile advertising continues to expand we are very keen to conduct similar research for other clients, and learn more about which mobile ad types are most successful.”
According to the Shosteck Group, the value of the global mobile advertising market could reach $10 billion by 2010. Mobile offers a new way to cut through in today’s cluttered media environment, combining precise targeting with a brand encounter in an intimate environment, and the potential for further interactive engagement. Continued Bourke, “Some marketers are understandably cautious that advertising on mobiles may be seen as a potential intrusion. Research such as this should reassure marketers that appropriate ads can deliver very positive results for their brands.”.
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UK’s first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including Mastercard, Diageo and News International from offices in London.
About Millward Brown
Millward Brown is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown’s Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world’s leading media and market profiling tool). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.
About Dynamic Logic
Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex to test and analyse online advertising, CrossMedia ResearchTM to evaluate multimedia campaigns, MarketNorms, a syndicated ad effectiveness planning and benchmarking database, and LinkTM for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, Los Angeles, Providence, San Francisco, London, and Tokyo. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
