Changing Channels
Millward Brown
AdReaction 2012: Mobile presents marketers globally with an unprecedented opportunity to engage with consumers

The AdReaction 2012 study was conducted using qualitative and/or quantitative methodologies across 18 countries. The study was designed to understand what marketers need to know to explore advertising in the mobile space with confidence. While there are many examples of early successes in mobile marketing, it remains new territory for many. Technology has raised the bar for advertisers, and consumers now expect more – marketers must master the delicate balance of effectively connecting with consumers without overstepping boundaries. AdReaction 2012 highlights the ad formats that successfully achieve this balance and outlines the opportunity for marketers and publishers to innovate, test, learn and effectively use mobile to build brands.



AdReaction 2012 was conducted by Millward Brown, Dynamic Logic and Firefly Millward Brown

60% of users consider their smartphone or tablet indispensable
Mobile devices are increasingly central to our lives, so there is huge opportunity for growth in mobile communications
Just 23% of global users are favorable toward mobile ads
Attitudes toward mobile ads are more positive in emerging markets — Nigeria and Kenya (both 48% favorable)
Mobile is highly effective at brand building and also very flexible — it can play a number of diverse roles in the media mix
68% of users will tolerate in-app ads as long as the apps are free
For marketers who use best practices, it's proven that mobile ads, apps and websites can build brands

Source: Millward Brown



November 27, 2012
Mobile: An Effective Yet Unloved Marketing Medium

November 27, 2012
Men Like Mobile Ads More Than Women But favorability stats for both sexes are low, per study

November 27, 2012
Mobile Key For Marketers, But Sites, Apps Disappoint Users

GoMo News
November 27, 2012
Millward Brown says attitudes towards mobile ads are mixed