New research from the Mobile Marketing Association (MMA) demonstrates the relative value of investing in mobile as a marketing channel by studying real brand campaigns. InMobi is pleased to help sponsor MMA’s Smart Mobile Cross Marketing Effectiveness Research, or SMoX for short. This research examines the effectiveness of cross channel marketing to present findings that point to an optimized level of mobile spend that is proven to increase campaign ROI without increasing overall marketing budgets.
As an example, MMA’s analysis of an AT&T marketing campaign for the Moto X is telling. The MMA reviewed AT&T’s media budget based on their goal to build brand awareness for the new device.
The research found that while an overwhelming majority of the media budget was allocated to TV, it was mobile, which consumed just 1% of the campaign budget, that delivered nearly twice the impact per dollar spent, beating both TV and online desktop budgets handily.
What’s more, the study found that the optimal allocation of budgets for mobile should have been 16%, based on impact, compared to the actual 1%.
While 16% may not sound extremely impressive, MMA’s analysis reveals that reallocating the budget with an eye towards mobile’s effectiveness would have changed the attitudes of an additional 2.5 million people - nearly the population of the city of Chicago - and raised awareness for the new Moto X by +12% - all for the same budget.
As a participant in developing this research with the MMA, InMobi is thrilled to see our passion for mobile confirmed by these findings. InMobi’s brand campaigns have realized similar results and make a clear case for mobile’s outsized importance in the media mix. Another example is a rich media campaign for McDonald’s in Thailand that saw more than 4.7 million impressions with a 68% engagement rate. Consumers spent an average of 2.54 minutes interacting with the ad on mobile, significantly increasing brand lift for McDonald’s in Thailand.
As the MMA continues to study the importance of mobile in cross-channel marketing, we’re excitedly awaiting the results that will continue to define and direct the way mobile is perceived for brand marketing.