Nielsen research results show smartphone ads are getting the job done and send the message to the right people.
Results from a recent Nielsen research study are supporting the use of mobile marketing campaigns. As it turns out, the data indicates that these ads are highly effective in reaching targeted consumers.
In fact, some forms of mobile marketing ads are as effective – if not more so – than desktop advertising.
As this type of insight regarding mobile marketing campaigns is produced by more research firms, it is expected that spending on this advertising channel will keep rising. While some have said that this will be to the detriment of desktop ads, others have predicted that it’s more likely to impact more traditional methods of advertising – such as TV and print – before it reaches desktop.
Nielsen’s study on the effectiveness of this method analyzed data from 40,000 mobile marketing campaigns.
Those mobile advertising campaigns occurred at any time between April 2016 and June 2016. They were presented over a spectrum of mobile apps, websites and digital services. What Nielsen found was that this technique allowed the ads to reach 60 percent of their targeted consumers. That represents an improvement of 29 percent when compared to the same time during 2015.
The study went on to reveal that the effectiveness of mobile ad campaigns has a greater effectiveness for reaching:
• A more targeted audience – The campaigns targeting consumers aged 18 to 34 years successfully reached them 63 percent of the time over mobile. Comparatively, the rate over desktop was 53 percent. The Nielsen report suggested that this was due to the personal nature of mobile devices and the shared nature of computers.
• Women – Campaigns targeting women aged 18 to 49 years old were successful in doing so 53 percent of the time over mobile. Over desktop, that figure was 45 percent.
As shoppers use their smartphones to an increasing degree, mobile marketing campaigns are able to better reach their audiences. This allows for the placement of ads that are more relevant to consumers and will likely increase the use of this advertising channel, said Nielsen.