At a time when marketers have been contemplating how the marketing budget should be allocated between traditional and online advertising channels, there appears to be a serious need for thought about how the new media advertising itself should be allocated. According to a recent study by a research firm, InsightExpress, mobile advertising brings far more ROI than online advertising.

The following study results were measured with online advertising as benchmark.

Mobile Internet Advertising
Unaided awareness : 9 percentage points above Online advertising
Aided awareness : 9 percentage points
Ad awareness : 24 percentage points
Overall : 12 percentage points

SMS Advertising
Unaided awareness : 5 percentage points
Aided awareness : 10 percentage points
Ad awareness : 18 percentage points
Overall : 7 percentage points

Mobile Video Advertising
Unaided awareness : 5 percentage points
Aided awareness : 10 percentage points
Ad awareness : 18 percentage points
Overall : 13 percentage points

Cumulatively, mobile advertising is seen to be 4.5 – 5 times better in delivering ROI than online advertising.

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