measuring mobile advertising effectiveness: discussing successful approaches and challenges

10
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 [email protected] @SafecountJenn

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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.

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Page 1: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

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

[email protected]

@SafecountJenn

Page 2: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

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

Page 3: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

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

Page 4: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

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

Page 5: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

5

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

Page 6: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

6

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

Page 7: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

7

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

)

Page 8: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

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

Page 9: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

9

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

)

Page 10: Measuring mobile advertising effectiveness: discussing successful approaches and challenges

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

Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org

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