Millennial Media

46% of consumer goods marketers use mobile ads for brand awareness

Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.

Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.

Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.

Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.

Tablets now 20% of mobile ad impressions: report

The future may be mobile, but capitalizing on the mobile opportunity hasn’t exactly been easy for many publishers and advertisers.

As companies like Facebook and Twitter are learning the hard way, delivering effective ads to consumers through mobile devices can be tough.

Despite the fact that mobile devices are always on and always connected, they have natural limitations which restrict where and how many ads can be served.

Apple lures exec from Adobe to head iAd

When Steve Jobs unveiled iAd to the world, he promised an offering that
would revolutionise mobile advertising.

But delivering on that promise
has proven difficult for the technology company that has revolutionised
so much in the past decade.

In fact, the offering’s future looks quite uncertain. So what’s Apple to
do? Turn to one of your most-despised enemies, apparently.