7. Mobile Effectiveness
Mobile vs. Desktop
Campaign Effectiveness Brand Metric Deltas
Mobile vs. Online
November 2007 – December 2009
20%
Mobile Norms
Online Norms 15%
15% 14%
12%
10%
9%
10% 9%
6%
5%
0% Message
Unaided Awareness Aided Awareness Ad Awareness Brand Favorability Purchase Intent
Association
Delta: Exposed - Control