Nielsen: Banner Ads 1.5X More Effective Than Text MessagesBy: Chris Crum - February 12, 2013
Nielsen has released findings from its Global Survey of New Product Purchase Sentiment. To come up with the data, they surveyed 29,000 people with Internet access from 58 countries.
The findings indicate that a mix of media and word of mouth advertising bring about the most success in raising consumer awareness, and the most persuasive awareness drivers include a mix of activities like in-store discovery, TV, print advertisements, advice from family/friends, free samples, searching the Internet, and professional/expert word-of-mouth advice.
“Consumers increasingly find the Internet and mobile are compelling vehicles to get information about new products,” the firm says. “However, potential reach and ease of execution varies substantially.”
As you can see, all other methods listed are more effective than text messages. It appears that marketers may be better off reaching consumers on their mobile devices via Internet channels like search, websites,articles, forums, social media, video sharing sites, and even banner ads.