Media planners missing crucial long-tail consumers Qriously finds
London: Qriously, the real-time opinion targeting company has today released the findings of a report, which identifies the current state of mobile ad frequency rates. Using data collected from over 50 of its campaigns across the UK, Ireland, US, Canada and Australia, Qriously tracked the number of impressions required to deliver positive attitudinal shifts across a variety of metrics, from awareness to intent.
As well as it’s own campaigns, the report also includes the views and approval of the Internet Advertising Bureau (IAB) and British Gas who contributed to the overall findings.
The results demonstrated that, in order to make a substantial impact in regards to mobile advertising, frequency levels must be increased beyond Krugman’s ageing ‘three-hit theory’ of curiosity, recognition and decision. The best results, whether brand or performance-led, occurred at frequencies between 15-20 impressions. Low consideration product categories, like insurance, require even higher levels, typically 20-30 impressions to move the needle in a positive direction.
The research dispels the idea that high frequency levels on mobile, leads to overexposure. The modest size of mobile ad formats in relation to other formats in integrated campaigns means the impact is smaller, so greater frequency is required to make an impression on the consumer. When advertising makes it debut on wearable devices, the frequency levels on these gadgets will need to be much higher to reach desired campaign metrics.
Considering the data highlighted, stable long-tail, Click Through Rates (CTR) don’t fall substantially below normative values, even at high frequencies. This builds on the hypothesis that consumers will continue to engage with mobile ads, at what planners might traditionally consider to be extreme frequency levels.
Chris Kahler, CEO and Founder at Qriously commented: “Over the next five years we’ll see the internet deliver more advertising to consumers through a multitude of novel touch points. Thermostats and smoke alarms are just the beginning and soon it will be difficult to buy a domestic product that isn’t ‘smart’. Our coffee makers, washing machines, even our freezers will be connected on Wi-Fi and will contain a multitude of sensors, delivering data, including advertising, to our smartphones and screens around the house. Caffeinated, cleanly clothed and well-fed planners may very well need to rethink their frequency assumptions.”
Alex Kozloff, Head of Mobile at IAB UK commented: “According to the 2013 IAB/PWC Digital Adspend study, the value of mobile advertising in the UK hit the milestone figure of £1bn. Mobile has become a medium of serious scale and maturity and it’s important not to make any assumptions about any channel with these levels of investment. Mobile has in equal measures, benefited and suffered from the experience and opinions formed around fixed line internet advertising and this data from Qriously shows how there are often unique aspects of mobile to consider. By using data cleverly and specifically for mobile, there are plenty of insights that can be leveraged to the advantage of the advertisers.”
Phil Livingstone, Head of Digital at British Gas: “This paper then is a siren call for media planners to remain alert to complacency as digital advertising pervades more and more into our lives. My advice would be to study the characteristics of new ad delivery mediums and go beyond this paper to review your planning assumptions for not only frequency but reach and relevancy too. Give your campaigns the best possible chance to thrive and delight your clients with the best practices all your own”
Founded in 2010, Qriously taps the value of opinion to create a more meaningful mobile ad experience for both consumer and advertiser. Headquartered in London, with additional offices in Vienna, New York and Atlanta, the company’s products unlock the value of people’s voices at scale.