measuring mobile advertising effectiveness: discussing successful approaches and challenges
DESCRIPTION
Measuring mobile advertising effectiveness: discussing successful approaches and challengesJennifer Okula - Vice President, Data Innovation – SafecountReviewing current mobile ad effectiveness research approaches and findings. Discussing challenges to in-market mobile ad campaign tracking and survey recruitment. Sharing best practices for delivering surveys on the mobile web and in mobile applications.TRANSCRIPT
TODAY’S AGENDA:
• Review current mobile ad
effectiveness research
approaches and findings.
• Discuss challenges to in-
market mobile ad campaign
tracking and survey
recruitment.
• Share best practices for
delivering surveys on the
mobile web and in mobile
applications.
Measuring Mobile Advertising Effectiveness: Approaches and Challenges
1
Jennifer Okula VP, Data Innovation
@SafecountJenn
Part of Kantar Group
Research company agnostic
Deep ad server, 3rd party rich media and publisher integration
NYC | San Francisco | Chicago London | Austin | Detroit
Puerto Rico | Hong Kong
Safecount is the industry’s most accessed platform for digital ad exposure indication and live web survey
sampling – performed with 100% consumer transparency
2
3
Surveys on Mobile & Tablet Devices
• iPhone, Android, Blackberry, iPad, Samsung Galaxy, etc.
• Ad effectiveness research
• Audience profiling of new apps
• Site/app satisfaction and usage
4
Mobile Ad Effectiveness Research
eMarketer estimates spending on US mobile ads reached $743 million in 2010. This year, mobile advertising spending in the US is expected to grow to $1.1 billion.
Measuring Display Ads - Control vs. Test Methodology:
Exp
osed
C
on
trol
Yes
No
Do the results
indicate a difference?
∆ +8
39%
47%
Control Exposed
Brand Awareness
Exposed to the campaign?
n=300
n=300
Survey attitudes about the Brand
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Mobile Ad Effectiveness Research
Benefits of Live Intercept Recruitment:
• Can measure low reach mobile campaigns
• Representative sample
• Accurate analysis of media components
Challenges:
• Tracking ad exposure
• Limitations with cookies on mobile devices
• Lack of ad tracking and ad serving standards
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Mobile Survey Best Practices – Live Intercept
~70% of US mobile users do not have Smartphones
• Limit to 10-12 questions
• No open ends
• Shortened questions and answer choices
• Use an incentive if possible
• Sweepstakes incentive brings >5X higher response rates
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The average mobile campaign has an impact on all 5 traditional brand metrics
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q1/2011 Overall Mobile N=151 campaigns, n= 120,605 respondents Delta (Δ)=Exposed-Control
Perc
ent
Impacte
d
Delta (Δ
)
8
Mobile Outpaces Online Ads Average Brand Metric Deltas for Mobile and Online Campaigns:
AIDED BRAND AWARENESS
BRAND FAVORABILITY
PURCHASE INTENT
MO
BIL
E O
NLI
NE
+6.0 +20.5 +12.6
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms through Q1/2011, N=151 campaigns, n= 120,605 respondents Delta (Δ)=Exposed-Control
AD AWARENESS
MESSAGE ASSOCIATION
+2.1 +4.2 +2.2
+4.0 +4.9
+1.4 +1.2
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Mobile Also Outperforms Online & Video In Its Early Days
Source: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns; AdIndex for Mobile Norms through Q1/2011, N=151 campaigns, n=120,605 respondents Delta (Δ)=Exposed-Control
Perc
ent
Impacte
d
Delta (Δ
)
Presented at:
Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
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