Brand awareness, site traffic and sustained in-market presence top campaign priorities for consumer good advertisers on mobile
Brand awareness (46 per cent), site traffic (29 per cent) and sustained in-market presence (11 per cent) were the most common campaign goals for consumer goods brands on the Millennial Media platform in 2012.
However, the research found that across all verticals, only 14 per cent named brand awareness as their top goal, with a majority (38 per cent) putting sustained in-market presence as their goal.
Millennial Mobile commented: “Despite triple-digit growth in mobile advertising, growth from other brand verticals, such as travel, personal and home services, and health has recently outpaced that of consumer goods brands. There is an opportunity for Consumer Goods brands to increase their share in mobile by investing in features that help reach consumers at multiple points in the purchase cycle.”
The research, commissioned with mobile measurement firm comScore, found that 83 per cent of the mobile consumer goods audience owns a smartphone, with global ad spend in the vertical growing 235 per cent between 2011 and 2012.
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