Web developers 'should consider combining web with mobile'

11th February 2010

Combining mobile and web advertising could help marketers increase awareness of their brand significantly, according to the Internet Advertising Bureau (IAB).

Research carried out by the digital marketing trade association has indicated that cross-media campaigns featuring web and mobile ads led to a 43 per cent greater recognition among consumers than those who viewed the web portion only.

It also indicated that the online click-through rate for those who had been exposed to ads across both platforms was 150 per cent higher than those who had viewed only the mobile advertisement.

The IAB highlighted that user experience is "critical" when it comes to advertising campaigns and designers and marketers should make it a priority to make sure information can be accessed easily in a straightforward way for the greatest impact.

IAB head of mobile John Mew commented: "This case study proves that adding mobile to an online campaign can have a massive impact on the things that advertisers crave - brand awareness, recognition and even consideration - but the medium still has room to grow."

Social media platforms are also set to become increasingly incorporated into sites by web designers, according to Gartner.

The online analyst anticipated that some 20 per cent of companies will be using social networking sites such as Facebook as their primary way of communicating via the web by 2014.

Posted by Chris Mellish

 

Category: Internet Trends

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