Press Release: IAB Ireland Mobile Effectiveness Innocent Smoothie Case Study


IAB Ireland press release
30th October 2014

New mobile only advertising study demonstrates effectiveness of mobile advertising

A research first for the Irish market measuring the effectiveness of a mobile only ad campaign has shown that mobile advertising had a higher brand impact than the average scores achieved across other media

The Interactive Advertising Bureau of Ireland (IAB Ireland)’s Mobile Council commissioned a study by RED C research on a specific mobile-only campaign for Innocent Super Smoothie range. The study was conducted in partnership with MEC and their client Innocent with a specific mobile only campaign for the Super Smoothie range.

The campaign was supported by the following IAB publisher members:,,,,, Done Deal,,,, Irish Mirror, Sky News,, Ticketmaster, The Score and Yahoo!

Key Take Aways from the study:

  • An increase of 25% was recorded in Brand preference among those who saw the mobile ad versus those who did not see it.
  • Applying RED Star, RED C’S extensive norm base for advertising evaluation, the Innocent Smoothie mobile campaign achieved a Brand Impact score of 80 which is higher than the norms for all other media channels.
  • The campaign outperformed all other media on both rational and emotional impact

Commenting on the study Adrian Acosta, Chair of IAB Mobile’s Council said “ The Innocent Super Smoothie campaign has clearly demonstrated that mobile advertising delivers powerful branding impact. The study conveys great insights to advertisers on the branding effectiveness of mobile and demonstrates the opportunity for advertisers to maximise their branding ROI with increased mobile adspend”

Richard Colwell, CEO of RED C Research added: “It is expected that mobile advertising could have a good impact on the short term rational call to action, but far more interesting is the impact that this mobile ad has had on the more long term emotional connection with the brand, which has been shown to deliver a bigger return on advertising investment. It suggests mobile can be very effective at the heart of any campaign.”


Pre-campaign fieldwork took place from the 1st to the 8th of September 2014 with post campaign fieldwork taking place from October 9th to 16th.


For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, 086 852 2291,

Notes to Editors

About IAB Ireland

IAB Ireland ( is the trade association for the Irish online advertising industry. As a not for profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is licensed by IAB US and is a member of the IAB Europe network. The IAB network shares three core objectives, namely to prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.