New Study Shows Reward-based Mobile Advertising Improves Brand Engagement and Loyalty With Consumers

A new study shows that mobile consumers seek value from brands in exchange for their time, which increases customer engagement and loyalty. According to the study, consumers use a value exchange equation to assess mobile advertising and they are more likely to engage when brands offered them tangible value in exchange for their time and attention. “Mobile advertising experiences that create a more balanced consumer experience — ones that respect time and provide a useful outcome — open the door of receptivity and have a positive impact on the brand,” Jayne Dow, Director of Qualitative Research and Digital Innovation at Firefly, Millward Brown’s global qualitative practice, added. “This simple truth has powerful implications in improving the perception and effectiveness of mobile advertising.”