Category: Measurement | 02nd Jul 2009

Mobile display advertising can heighten brand awareness and recognition, according to a study.

Research from the Internet Advertising Bureau (IAB) and Brand Driver, in conjunction with Kit Kat, used a sample of 600 mobile internet users who were exposed to banner ads for FMCG brand Kit Kat over four major mobile sites.

These ads offered free downloads or the chance to win an ipod and by clicking on them users were taken to the relevant page on the Kit Kat mobile internet site.

The research found that there was a 36 per cent rise in spontaneous awareness levels of Kit Kat.

It also reported a 267 per cent increase in people spontaneously mentioning Kit Kat before any other brands.

"The research clearly shows that mobile advertising has a clear role to play in enhancing brand awareness and connection with other form of media," said Will Reeve, associate director at Brand Driver.

Last month, head of mobile for the Internet Advertising Bureau (IAB) Jon Mew described the potential for mobile advertising in the future as "huge".

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