Adding mobile advertising to your media plan is essential for any campaign looking to extend reach and effectiveness in a multi-screen consumer landscape. Mobile advertising not only increases reach (by up to 13% according to Nielsen estimates1), it also boosts effectiveness through the ‘Media Multiplier effect’2, which is proven to boost recall, favourability and purchase intent amongst consumers exposed to ads on more than one platform. Plus, due to the growth in smartphones such as the Windows Phone 7, the mobile advertising audience is growing: there are now 75 million mobile web users in Europe, up 44% year-on-year3.
Mobile advertising with the Microsoft network currently reaches 26.5 million people across Europe3, whatever their mobile device, including 38% of iPhone users, 33% of BlackBerry users and 34% of Android phones. And as adoption of Windows phones grows so too will the reach of the Microsoft mobile advertising network.
Through Microsoft, mobile advertising is precise as well as powerful, offering the opportunity to target audiences by device, carrier, profile or behavioural targeting. Post-click solutions such as click-to-text, click-to-call, data capture and store locators make the most of the interactivity and action-oriented nature of mobile phones4.
The reach and responsive nature of mobile advertising therefore makes it an essential part of any media plan, whether you are brand building or driving direct response.
Mintel Mobile Phone Retailing Research - Infographic