New Study Shows Reward-Based Mobile Advertising Improves Brand Engagement and
Loyalty With Consumers
Reciprocity and Rewards Key to a Successful Reward-Based Mobile Ad
BOSTON, MA -- (Marketwired) -- 06/17/13 -- Mobile consumers are
more receptive when brands offer value in exchange for their time,
says new research report Exploring the Role of Value in Mobile
Advertising. The study, conducted by Millward Brown, in partnership
with SessionM, a mobile loyalty platform and advertising network, is
a continuation of Millward Brown's 2012 U.S. AdReaction Report:
Marketing in the Mobile World. The AdReaction study found that
although favorability toward mobile advertising was, on average, low,
brands have the opportunity to break through by offering more
tangible value in their marketing content. To explore this further,
SessionM partnered with Millward Brown to study, in depth, the role
of value and rewards in mobile advertising.
"Through the AdReaction Report we know that consumers want brands to
provide valuable and rewarding ad experiences, and this study helped
us break down exactly what that means," said Joline McGoldrick,
Research Director at Dynamic Logic, Millward Brown's digital
practice. "The findings present marketers with a tremendous
opportunity to deliver mobile ad experiences in line with consumers'
expectations, enabling them to effectively break through to mobile
The study revealed a value exchange equation that consumers use to
assess mobile advertising and found that they were more likely to
engage when brands offered them tangible value in exchange for their
time and attention.
"Mobile advertising experiences that create a more balanced consumer
experience -- ones that respect time and provide a useful outcome --
open the door of receptivity and have a positive impact on the
brand," added Jayne Dow, Director of Qualitative Research and Digital
Innovation at Firefly, Millward Brown's global qualitative practice.
"This simple truth has powerful implications in improving the
perception and effectiveness of mobile advertising."
Reward-based mobile advertising is one answer to value exchange
equation. Specific key findings from the report include:
-- Rewarded audiences are over twice as likely to interact wi
After seeing an in-app ad, 34 percent of rewarded users clicked or
interacted with an ad, compared with only 15 percent of mobile users
who had not participated in reward-based advertising.
-- Receiving a reward expands a consumer's consideration set. After
seeing an in-app ad, 26 percent of rewarded users considered
purchasing a brand, compared with 18 percent of mobile users who had
not participated in reward-based advertising.
-- Not all reward-based advertising is created equal. When using a
reward-based advertising strategy, there are some things to keep in
mind. Ninety-two percent of mobile users report it's important they
choose the reward they receive, and 68 percent of users prefer to know
for certain they will get a reward, rather than be surprised. Users
also prefer rewards that are tangible and have an element of choice in
how they're spent.
"Engaging consumers on their mobile devices has been a clear challenge
marketers have faced with no clear solution," said Deborah Powsner,
Vice President of Marketing & Consumer Insights at SessionM. "Our
study with Millward Brown, 'Exploring the Role of Value in Mobile
Advertising,' not only reveals the impact of reciprocity within the
mobile space, but more importantly why and how it can work
effectively. Our advertisers have experienced success when leveraging
this approach and we're excited to present the opportunity for every
brand to transform their relationship with consumers."
Mobile marketers interested in further background on the study can
visit the SessionM insights blog.
For further information on the 'Exploring the Role of Value in Mobile
Advertising' study please contact: Sara Beaty
Millward Brown conducted
both quantitative and qualitative research for this study.
Quantitative research surveyed two groups: 500 members of the general
mobile population and 500 members of SessionM's audience. Respondents
for the qualitative research included 25 members of SessionM's
audience. Qualitative research was conducted through one week of
blogging on IdeaBlog and 12 one-hour interviews.
Founded in 2011 by industry veterans of mobile
technology companies, SessionM has built an innovative mobile loyalty
and advertising platform that connects consumers with mobile content
and advertising in fun and rewarding new ways. Clients include some
of the most notable developers and advertisers in the world,
including Viacom Interactive, The Weather Channel, Demand Media,
PepsiCo, Universal, Volvo and Unilever. SessionM is funded by Charles
River Ventures, Highland Capital and Kleiner Perkins Caufield &
Byers. The company is part of the iFund initiative at KPCB. SessionM
is headquartered in Boston with offices across the country. For more
information on SessionM, visit www.sessionm.com.
About Millward Brown
Millward Brown is a leading global research
agency specializing in effective advertising, strategic
communication, media and brand equity research. Millward Brown helps
its clients build strong brands and services through a set of
comprehensive research-based qualitative and quantitative solutions.
Millward Brown has 82 offices in 52 countries. Its specialist
practices include Dynamic Logic (the global leader in measuring
digital marketing effectiveness, Firefly (MB's global qualitative
network), The Neuroscience Practice, and Millward Brown Optimor
(Millward Brown is part of Kantar, the insights, information and
consultancy division of WPP.
LaunchSquad for SessionM
Kristin Allaben or Brian Kramer
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