Measuring mobile advertising effectiveness: discussing successful approaches and challenges

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Measuring mobile advertising effectiveness: discussing successful approaches and challenges

Jennifer Okula - Vice President, Data Innovation – Safecount

Reviewing 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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Measuring mobile advertising effectiveness: discussing successful approaches and challenges

  1. 1. Measuring Mobile Advertising Effectiveness: Approaches and Challenges TODAY’S AGENDA: • Review current mobile ad effectiveness research Jennifer Okula approaches and findings. VP, Data Innovationjennifer.okula@safecount.net • Discuss challenges to in- @SafecountJenn market mobile ad campaign tracking and survey recruitment. • Share best practices for delivering surveys on the mobile web and in mobile applications. 1
  2. 2. Safecount is the industry’s most accessed platform for digital ad exposure indication and live web surveysampling – performed with 100% consumer transparency 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 2
  3. 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 3
  4. 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: Do the Survey attitudes about the Brand results indicate a difference? Exposed Yes Brand Awareness ∆ +8 47% n=300 Exposed to the 39% campaign? Control No Control Exposed n=300 4
  5. 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 5
  6. 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 6
  7. 7. The average mobile campaign has an impact on all 5 traditional brand metricsPercent Impacted Delta (Δ) Source: Dynamic Logic’s AdIndex for Mobile Norms through Q1/2011 Overall Mobile N=151 campaigns, n= 120,605 respondents Delta (Δ)=Exposed-Control 7
  8. 8. Mobile Outpaces Online Ads Average Brand Metric Deltas for Mobile and Online Campaigns: AIDED BRAND AD MESSAGE BRAND PURCHASE AWARENESS AWARENESS ASSOCIATION FAVORABILITY INTENTMOBILE +6.0 +20.5 +12.6 +4.0 +4.9ONLINE +2.1 +4.2 +2.2 +1.4 +1.2 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 8
  9. 9. Mobile Also Outperforms Online & Video In Its Early DaysPercent Impacted Delta (Δ) 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 9
  10. 10. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter

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