Mobile Ad Effectiveness Study Shows Great Results For Nissan

The automotive sector has been one of the big early supporters of mobile advertising, with many interesting campaigns. The question people always ask though, is what has been the impact of the campaigns.


Nissan ran a campaign recently to promote the innovative features of their Murano line. At the same time they ran a detailed research project among consumers to gauge the effect of the campaign. What they found was a big jump in product awareness - over 30% - as well as a significant improvement in the overall image of Nissan.

The campaign consisted of a microsite and a series of mobile banners which appeared on the RTL and n-TV mobile portals in Germany from October to December 2008. These portals are quite popular in Germany, generating over 3 million page impressions per month, and growing at about 30% per month.

Marketing Effectiveness

Both the recognition for the Murano product as well as the overall perception of the Nissan brand were greatly improved by this ad campaign. For example, with the n-tv portal users, recognition of Murano went up by 39% and the overall image of Nissan was greatly improved after the campaign.

Finally, the study looked at the user reaction to the overall idea of advertising on a mobile portal. Results showed that these audiences not only accepted mobile advertising, but also viewed it as useful.

Source: http://www.mobiadnews.com/?p=3444