Study: Reward-Based Mobile Ads Yield Improved Brand Engagement, Purchase Intent
People’s affections for their mobile devices far exceeds their sentiments toward mobile advertising. The solution is the “Rule of Reciprocity,” according to a study from Millward Brown and SessionM.
The problem
According to Millward Brown’s 2012 AdReaction report, only 9 percent of consumers have a positive attitude toward mobile advertising, an improvement of two percentage points from 2009. This puts mobile advertising on the same level as non-opt-in emails.
This presents a conundrum for advertisers looking to translate their mobile efforts into improved engagement or brand affinity.
The solution
The “Rule of Reciprocity” requires that one person repay what another has provided, according to a quote cited in the study. Brands can apply this by offering reward-based mobile advertising.
Providing tangible value in mobile ad experiences requires fulfilling three key demands:
1)
