LONDON: Mobile advertising, often regarded as a direct response medium, is capable of lifting brand awareness by up more than 50% according to research.

Havas Media Group and Sky Media combined to analyse real world campaigns from finance brand Nationwide and pizza outlet Domino's alongside a lab-based control test featuring the Birds Eye frozen food brand.

The aim was to look at the best way of measuring mobile effectiveness in the absence of cookies and the results showed, MediaTel reported, that brand awareness increased by 54% after mobile consumers had seen ads from the aforementioned businesses.

And combined brand perception across all three brands showed a 13% uplift from the non-exposed to the exposed group of respondents.

The lab tests featured native mobile ads, not currently widely served, and these were found to be "more relevant and engaging" than standard banner ads as they caused less irritation but still achieved strong cut-through.

Formats and creative that were fun and had interactive elements were also more likely to cut through and drive action.

While much of this is within the purview of the advertiser, the mood and mindset of the consumer is not but this can be a major factor in driving message absorption. The research found, for example, that call to action increased by 70% for those who were more enthusiastic and excited at the point of ad exposure to the Birds Eye banner.

"There is no question of the importance of mobile devices to consumers which in turn translates to brands, making research into mobile effectiveness never more important," said Sorcha Garduce, digital insight director at Havas Media.

Brands "can utilise mobile advertising as part of their communications strategy to influence both 'soft' and 'hard' brand metrics, moving consumers along their brand journey," she added.

Sky Media's head of futures, David Fisher, advised brands to consider using more advanced high impact and native formats. "This research is evidence that exciting new format opportunities in the right environment can deliver vastly enhanced brand metrics," he said.

Data sourced from MediaTel; additional content by Warc staff