When using SMS and MMS advertising, marketers will often want to compare the value of MMS over SMS for brand awareness.
Previously, we’ve looked at the value of MMS messaging to make a good first impression in an earlier article.
Plus we’ve also covered in an article just last month, how visual marketing can improve sharing and engagement.
So does MMS really increase brand awareness when compared to SMS?
Well as it turns out, there have been some independent studies done – which measured the effectiveness and differences in brand awareness, of both SMS and MMS.
Some years ago, the Internet Advertising Bureau in the UK did a study to test consumer attitudes towards SMS and MMS advertising. Run in conjunction with the Direct Marketing Institute (DMA) and Marks & Spencer retailer, the study included three “cells”:
- Control cell
- MMS advertising cell
- SMS advertising cell
Image: Courtesy IAB UK
The results?
Firstly it showed that 74% of consumers would opt-in to receive SMS or MMS adverts, given the right incentives. (No great surprise there)
The really interesting part of the study was that brand awareness was almost 1000% higher for MMS versus the control cell.
Incentivated Group, a mobile technology company in the UK document the study on their web site.
You can view the full study here;
If you are an agency or reseller wanting to send MMS campaigns then please contact us for more information and rates. We offer the best MMS rates in Australia.
If you are an existing SMS provider looking for wholesale MMS A2P capability via our MMS gateway – to offer your own customers then please get in touch via our contact form.
To request a copy of our MMS API documentation, use our request page here.
If you have any other comments or questions, or would like to share your own successes with MMS, then free to leave a reply in the comment box below.