It is possible, however, that brands moving their budgets to mobile advertising will decrease their ability to attract new customers and to increase their market share. Zenith's Touchpoints ROI Tracker survey shows that new buyers and buyers with lower purchasing volumes are far more likely to recall ads from traditional mass media. For this reason, it is crucial for brands to have a strong awareness not only of customer acquisition channels, but also of customer retention channels.
According to the TouchPoints ROI Tracker, TV ads are the most effective in terms of people being able to recall them, while mobile ads are the least effective. There is a 53% probability that potential, as well as current customers, will recall a TV ad, while in case of mobile advertising, this probability drops to 41%.
Targeting mobile ads to existing customers can certainly help brands achieve short-term performance successes, especially as mobile advertising is increasingly linking the whole consumer path. However, when it comes to generating long-term awareness among potential customers, mobile advertising is currently less efficient than traditional media. Therefore, brands that make significant use of mobile advertising should consider increasing their investment in traditional mass media to compensate for this shortcoming.
Article source Zenith - leading global media services network focused on ROI