When brands and companies create an ad, they have to take many elements into account. First, there is the whole process of creating the content and understanding what needs to be built to reach the key market that you are trying to convince. Then there is the running of the ad and creating a campaign strategy. And, after that, we have to wait to receive the exact data that that campaign generated to determine if the ad was successful or not.But perhaps the key to understanding if the ads are working or not and if they are reaching consumers or not is on a device that they are now always accompanied by.To understand if a message has penetrated and if it has achieved a response from consumers, it would be necessary to analyze what they do after seeing it on their smartphones. When an ad has an impact and when consumers respond to what they are showing, it is common for them to end up searching from the mobile for the related brand.
The mobile as extra space This is what can be concluded from the analysis carried out by Qatar Phone Number List researchers from the University of Houston, the University of Minnesota and the University of California-San Diego. Researchers have just published the conclusions of a study in which they analyze what happens when ads are seen on television and what is the response they trigger in consumers.The researchers found that, after watching the ads on TV, consumers can make three types of response using their mobile screens. They can search for the product or more information about it, they can directly buy it on the company’s website or they can publish their opinions on social networks. This data is not a curiosity, but a general behavioral guideline and one will ensure that companies have more data about their consumers. That information – and how consumers respond on second screens – is actually telling them what response their ads are getting.
Experts have also discovered some interesting facts about the general response of ads. The immediate response to advertising, they point out, occurs at most in the five minutes after the broadcast and also the type of brand also changes how it is searched. Large national brands tend to make competitors more sought after, but less on price.Therefore, in the conclusions of the research they indicate that it is very important that advertisers take into account what happens not only in the direct broadcast of the ad, but also in the smartphones and tablets of consumers. Being able to understand these search patterns and activity on the network allows us to understand what is being achieved and what is the success of the campaign, but also to obtain information that helps to better shape future campaigns.
Applicable to more advertising formats In the study, they have focused on what happens on television and on second screens at the exact moment in which an advertisement is served, but the truth is that it is not difficult to imagine that these data and these conclusions can be extrapolated.At the end of the day, calling mobile phones second screens could be even questionable, because they are always with consumers and are extensively employed. Consumers are glued to the screens of their mobile devices at all times, which means that the response that is achieved when they come across any information is produced there. The smartphone is our way of immediate response.