If you are like me, you like numbers and graphs. Recently,  Liuzzo, Director of Marketing & Mobile Research at InsightExpress, presented the OMMA Mobile opening keynote, Morning Metrics: What Really Works in Mobile Advertising?. Joy shared the following numbers with the audience. It shows how mobile marketing is affecting branding and consumer actions.

When we look at overall mobile norms (display, SMS, video, IVR, applications) we see that mobile is returning results that are currently five times higher than online.

When we slice the Mobile InsightNorms data by gender, we see that females are returning slightly higher results than males. Typically this finding in and of itself would not be that interesting, except for the fact that we do not see this same impact difference in online studies. Campaigns or brands that are focused on females should not ignore mobile media.

What we found is that 18-24 year olds who were exposed to a mobile campaign actually had a nine times higher increase in purchase intent than those exposed to an online campaign.