With the rise of mobile internet use, especially among a young, affluent demographic, advertisers are eager to position their message to this growing audience. A leading financial institution wanted to see if Wireless Application Protocol (WAP) advertising would help generate customers and strengthen their presence.
The financial institution wanted to build awareness of its mobile banking feature, and improve overall opinions of the brand. They were eager to see if WAP advertising would be an effective means for reaching these goals.
Working with Microsoft Advertising and research firm Dynamic Logic, the bank conducted an experiment; it developed a mobile ad campaign and measured the differences between those exposed to the creative with those in a control group.
Initial findings revealed that banking is a highly fragmented market, where 70 percent of those tested are not affiliated with a top five national bank. Yet, 53 percent of those people rank using a mobile device as the most important feature when choosing a bank, making this market ripe for a sophisticated offering.
This environment effectively impacted awareness of the ad and the institution's mobile banking feature. Furthermore, it persuaded the viewers to have higher opinions of the bank and influenced non-customers to sign-up for an account. The financial institution was able to conclude that among the most enthusiastic mobile users—those who access the mobile internet more than once a day—awareness jumped by 26 percentage points. Awareness and favorability among the 18-34 age group saw deltas of 26 percentage points. Research findings also indicated that these results were not age dependent, as the 49+ age group saw awareness increase 14 percentage points and favorability increase 27 percentage points.
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Overall, impressive lifts were registered across all tested metrics. It became clear that those who use mobile internet features most regularly are also excellent candidates for advertisers who can present a compelling message that aligns with users’ mobile lifestyles.
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