MobileMonday Global

^{Insight into mobile campaign effectiveness} Telia SurfPort user remember mobile ads better

JumpTap - a mobile search and advertising solutions provider – announced results at the The New York Mobile Marketing Forum, from a new study commissioned from Research and Analysis of Media (RAM), on the effectiveness of mobile advertising.

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, says JumpTap.

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. 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.

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