Research from the Internet Advertising Bureau (IAB) and John Lewis found that mobile advertising increased unprompted awareness from 3% to 24%.
The survey found not having an efficient mobile optimised site could be negative for retailers, as 30% of consumers said they would either not purchase the goods, or would purchase it from a competitor.
However, having a mobile optimised site had an immediate positive knock on effect, with 64% saying they were either ‘very impressed’ or ‘impressed’ with the brand as a result of visiting the optimised John Lewis site, after clicking through the advert.
Rachel Swift, head of fashion marketing at John Lewis, said: “Working with the IAB and Manning Gottlieb OMD to investigate the effectiveness of mobile has been a huge success for John Lewis and has confirmed our confidence in this channel. Mobile is continuing to grow commercially so being able to prove its value for marketing cements its position as a key channel for John Lewis communications.”
The research, carried out in partnership with ‘On Device Research’, was based on a sample of over 1,250 panellists. It investigated the difference in effectiveness between rich and non-rich media formats across a live John Lewis clearance sale campaign managed by Manning Gottlieb OMD, and measured the difference in brand metrics for those who were exposed and not exposed to John Lewis mobile advertising.
It found that those exposed to the expandable banner were 25% more likely to remember the advertising than those who saw the static banners, with Android/iPhone users 50% more likely to recall an expandable banner than other smartphone users.
Alex Kozloff, senior mobile manager at IAB, said: “This research proves how effective mobile can be for driving a brand message- and especially the added value emerging rich media formats can provide. It is particularly interesting to see the stand out that the expandable banners achieved with often difficult to reach audiences like high end smartphone users.
“The study also highlights the importance of having a fully mobile optimised experience throughout the user journey- right through to the destination site after the click.”