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Trend: Mobile Ad Effectiveness Better on Smartphones

Sun Feb 6, 2011 - 5:20 PM EST - By Annie Latham

It probably will come to no surprise that smartphone users, rather than feature phone users, are most impacted by mobile campaigns. According to the December 2010 SMART Report from Millennial Media, direct comparisons indicate that n the area of mobile ad awareness, or capturing customer attention, smartphones rule.

> Smartphone campaigns have 39% effectiveness which is about 39% more than the 28% effectiveness of feature phones.

> In addition, smartphones are 30% more effective than feature phones in the area of unaided awareness (17% compared to 13%), and 25% more effective in purchase intent (15% compared to 12%).

This is good news for marketing folks especially with the use of smartphones growing.


Source: Marketing VOX

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