RANCHO PALOS VERDES, CA: Cable TV has emerged as a powerful message driver for MasterCard in a new cross-marketing effectiveness study, but mobile was a strong number two.
At the ANA's 2015 Social Media Conference, Adam Broitman, vp/senior business leader for global digital marketing at the financial services brand, discussed a research program that had been sponsored by the Mobile Marketing Association (MMA) and carried out by Marketing Evolution.
Broitman admitted to some initial skepticism. "Because the MMA was sponsoring it, I thought mobile was going to be number one. But when we looked at the study, Marketing Evolution's methodology was irrefutable."
And the number-two standing was a "powerful" statement in the study that included a full range of digital and legacy media. (For more, read Warc's exclusive report: MasterCard generates powerful return on mobile investment.)
Digging deeper into the results, the research revealed that "Mobile social was one-and-a-half times as effective as mobile display ads." In the overall audience sample, mobile users were twice as likely to agree with the statement "MasterCard is a good card to carry" than the average respondent to the brand messaging.
And, when Marketing Evolution studied commercial wear-out on mobile devices – what Broitman called "the point of diminishing returns" – the research revealed that MasterCard could have spent nearly twice as much on mobile while maintaining the same level of efficiency.
And what if the brand had doubled-down? "It would have resulted in an additional 7% increase in the image lift that we were looking for."
"The beauty about the mobile device is it's really a great creative pallet," Broitman enthused. "There's so much you can do with it – display, couponing, shopper marketing, mobile video, mobile messaging."
And the message from the MasterCard digital marketer to the ANA audience: "Being irrelevant to consumers in the age of mobile is not acceptable anymore."
Data sourced from Warc