Study: Online and mobile campaigns require different advertising pressure for online and mobile campaigns

by Alexandra Oettler (comments: 0)

Product Awareness BVDW
More pressure via both online channels and mobile channels ensures an increased awareness of new products. Image: Bundesverband Digitale Wirtschaft (BVDW)

The Federal Association of the Digital Economy (Bundesverband Digitale Wirtschaft e.V), (BVDW), and its partners Interrogare, Mediacom and GSK have, according to their own information, determined in a new programmatic market research approach, which contact dose in online and mobile channels has what effect.

Different channels have different effects

When examining ad awareness it was shown that the channels can have quite different effects:

  • On mobile devices, a few contacts are enough to attract attention.
  • In contrast, display ads in the stationary internet have to fight much harder for attention.

Different screen sizes seem to play a role here, too. While mobile ads appear very prominently on smartphones, larger stationary screens experience blocking out effects much more quickly.

Online requires more pressure than mobile

A successful control of digital campaigns must take into account the different usage situations and conditions online and on mobiles. In the online area, a higher contact dose is needed than in the mobile area, in order to attract the user's attention.

Exception: Product Awareness

However, when it comes to product awareness, the study shows that both online and on mobiles, a higher contact dose in campaigns significantly contributes to positively influencing this key performance indicator (KPI).

All figures and results are available for free download from BVDW and its partners at:

Source: Bundesverband Digitale Wirtschaft (BVDW) e.V.

Go back