A new study from San Francisco-based mobile intelligence firm NinthDecimal, discussed on VentureBeat shows that mobile ads on smartphones and tablets are having a big effect — and its impact is growing. Marketers have always wondered about the effectiveness of mobile advertising, this report unveils some potential game-changers for physical stores and for the future of mobile shopping.
This helps illuminate one of digital marketing’s blind spots: the connection between digital ads and real-world behavior. It’s also an area where NinthDecimal, which specializes in connecting online and offline data for campaign targeting, has more than a little skin in the game.
The report’s results show that the impact of mobile ads on physical stores differed by industry and distance. Mobile ads for retailers, for instance, have the best results in driving foot traffic when they were viewed two to five miles of that related store, 24 percent better than average traffic.
Besides the effect of mobile ads on driving foot traffic, the report also indicates that a common wisdom — people use larger screen desktop and laptop computers for making a purchase — may be changing.
Mobile is “having a bigger impact earlier in the product discovery,” with 54 percent of respondents saying they use their mobile devices to shop for products before arriving at a purchase decision, regardless of what means they employ to make the buy. This is an increase of nearly 60 percent over responses to the same question a year earlier.