Dynamic Logic conducted a study of mobile web ad campaign and results show improved brand awareness and favorability.
The advertising campaign raised message association with Hampton Hotels versus other hotel brands. Respondents’ overall favorability toward Hampton was higher for those exposed to the ads (62% favorability) than for those not exposed to the ads (48%). The campaign also showed an 11.4 percentage point increase in consideration to stay at the Hampton for their next trip after ad exposure.
eMarketer projects that the global budget devoted to mobile brand advertising will rise to $3.5 billion in 2011, from $123 million in 2006.
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