Some interesting details have been released about the effectiveness (or otherwise) of travel brand advertising on mobile devices.
The study by On Device for MobPartner was carried out with 1,000 travellers in August this year to see how they engaged in travel research and planning, both on laptops and mobile, in particular to gauge their response to advertising.
Almost two our of five respondents say they are reluctant to click on mobile advertising because they are worried it might be spam.
Furthermore, a third (33%) claim mobile advertising is irrelevant to them.
The bad news continues.
Only 17% say they found mobile advertising effective, with more than half (52%) still at the unsure stage.
It seems that the familiarity and comfort elements within branding are playing an important role in the ongoing development of mobile advertising as an important channel for travel marketers.
The study found that a third of users say they will click on an ad if it comes from a trusted brand, with a quarter of those then claiming they had gone on to make a purchase from the advertiser.
What about mobile advertising which uses video, rather than just static display content?
The most viewed ads on mobile are those which include video (33%), but interestingly ads from travel brands which featured on a mobile game or application had a recall value of 32%.
Despite the increasing acceptance of mobile as a robust search and planning device, doubts remain in the minds of some travellers.
Reasons given for why the laptop or desktop is still the preferred method include "it's more secure" or "it's easier to compare sites", plus the convenience of being able to print.
NB:Mobile advertising image via Shutterstock.