Dynamic Logic and Millward brown already published very interesting studies on the impact of online video advertising… by far the most impactfull online format on the traditional campaign metrics (brand awareness, ad awareness, purchase intent,…). We also know that the pre-roll advertising if they are not too long (less than 20 seconds) are very much accepted by the users.
On august 21st, Dynamic Logic presented the first Mobile advertising impact averages. Surprisingly, the deltas are even better than the video deltas.
The sample is still limited (aggregation of 21 impact studies) and mobile advertising benefits from the youth, the innovativity and the scarcity of the format.
Nonetheless, seen this result, you might expect high CPMs and probably high returns on mobile formats.