Brand awareness rises with mobiles

Brand awareness can be increased dramatically through the combination of online and mobile advertising, it has been suggested.

A report by the Internet Advertising Bureau (IAB) found that the click-through rate of an online ad was up to 150 per cent higher in cases where consumers had already been exposed to - and recalled - a mobile ad.

Matt McNeil, founder of email-marketing firm Sign-Up.to, said that advertisers 'can make ads much more interesting if you can base them on what as well as where and when someone is doing something as that can increase engagement'.

He added: 'We've definitely seen the market accelerate over the last 12 months as people have begun to realise the opportunities that mobile marketing can offer.

'Also, we've seen the increasing dominance of smartphones which is opening up a whole realm of new possibilities by allowing people to interact outside of the desk top.'

Last December, more than 16 million people in Britain accessed the internet via their mobile phones, according to the Global System for Mobile communications Association.