Monday, 25 November 2013
Making Mobile Ads That Work
Here is a link to the HBR article we have just published on mobile ads. Examining a large number of mobile campaigns across many categories, our main discovery is that - somewhat surprisingly - mobile ads seem to work for products that are "utilitarian" (e.g. they fulfill a practical need) and "high involvement" (they represent an important choice, e.g. they are expensive). The real learning from our study however, is that mobile ads seem to work by reminding consumers of the product and/or campaigns about the product, thereby making higher bandwidth communication (e.g. TV ads) more efficient. We believe that now is the time for really talking about integrated marketing communication.