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April 22, 2013

46% of Consumer Durables Industry Using Mobile to drive marketer awareness

46% of consumer goods marketers use mobile ads for brand awareness | Econsultancy: "Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.

Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.

Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.

In recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.

However the report also states that in 2012 40% of consumer goods campaign spend on the Millennial Media platform was attributed to at least one of the many forms of real-time location-based targeting."