4th Screen’s results from m-advertising effectiveness

4th Screen Advertising has released the results of its ‘Adlndex' for Mobile advertising effectiveness research conducted by Dynamic Logic.

The objective of the six week study, which ran from 31st March to 9th May, was to evaluate the effectiveness of pre-roll mobile ads on O2 Active, across a sample of 600 men and women aged 16 and older. Brands including Citroen and LG ran 15 second pre-roll adverts using age and gender targeting.

Key Findings revealed:
• Overall response to pre-roll ads on mobile phones was very positive, particularly amongst a young male audience, considered to be ‘early adopters'
• The video content that accompanies the pre-roll ads is important in determining the effectiveness of the advertising, demonstrating that people who enjoyed the content are more likely to respond positively to the accompanying advertising.
• Respondents seem to be happy with the trade-off of watching a mobile pre-roll ad in exchange for free video content, especially males and the younger audience. 88% said they were happy to have video ads if it meant they could watch free video.
The research also shows that mobile pre-roll ads are “attention grabbing” and increased brand recognition:
• 59% said the mobile ads made them more interested in the advertised brand.
• 62% said it gave a good impression of the brands being advertised.

“It is essential for us as a business and an industry, to understand the power of mobile advertising to deliver brand awareness in the UK market place, hence the commissioning of Dynamic Logic to research the effectiveness across a broad customer demographic on O2 Active,” comments Mark Slade, MD, 4th Screen Advertising.

“This research suggests that participants are happy to view pre-roll ads, providing the advertising is matched appropriately to the video content; that the recall of advertising was high and that 59% reported they were ‘more interested in the brand being advertised', as a result of seeing the ad. I believe that understanding what your customers want to view is a key to the success of every targeted mobile advertising campaign.”