Press Coverage
May 01, 2010

Dynamic Logic in MediaPost's OMMA Magazine
Behind the Numbers: That Rising Feeling
By: Daisy Whitney

Mobile phones are getting all the action these days. Consumers eagerly buy them, bloggers can’t stop talking about them, and advertisers who are savvy enough to spend some dough on the small screen are reaping early rewards. According to research firm Dynamic Logic, advertisers who use mobile phones to peddle their products are enjoying big bumps in brand awareness, especially when compared to online advertising.

In a study of mobile campaigns designed to raise awareness and purchase intent for a range of brands, mobile advertising helped boost a brand’s awareness by about six percentage points compared to only a two-percentage point increase for online display campaigns. The study was conducted across small and large brands and accounts for a mix of existing awareness levels. For brands that are already well known, a six-percentage point boost can be highly impactful, says Ali Rana, vice president of emerging media at Millward Brown’s Dynamic Logic. “Mobile is a deeply personal medium. People are extremely engaged with it and there is not a lot of clutter,” says Rana. “It’s well targeted and all of those things factor into ads performing well on mobile.”

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