According to a survey by Harris Interactive, more than 77 million Americans are estimated to recall seeing a mobile advertisement, and 39 million are able to recall the brand category for that advertisement.
The most memorable ad categories are: entertainment with 39 percent, tech with 36 percent, retail with 32 percent, gaming with 29 percent, finance and auto with 22 percent, fast food with 19 percent and consumer packaged goods with 18 percent.
“This study reinforces how effective mobile ads are for brands,” said Dane Holewinski, director of marketing at Greystripe. “Entertainment, technology and retail – who have been advertising on mobile devices for years – are effectively reaching their target audiences on the go. With brands in other verticals like finance, quick service restaurants, and consumer packaged goods having invested heavily in mobile advertising over the past six to 12 months, we expect them to achieve similar levels of recognition by the end of the year.”
The survey not only shows which ad categories are the most memorable, but also by whom the ads are being remembered.
Ages 18 through 34 were most likely to recall seeing a mobile ad and remember its category, followed by ages 35 through 54. Females also proved more likely to recall the ad category over males by one percentage point.