Your SlideShare is downloading. ×
  • Like
  • Save
Does it work yes-the impact of mobile advertising - kay schneeman
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Does it work yes-the impact of mobile advertising - kay schneeman

  • 447 views
Published

A MRMW presentation

A MRMW presentation

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
447
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Does it work? Yes!The impact of mobile advertisingKay Schneemann | BVM MMC Symposium 2012 www.ems.guj.de
  • 2. Method01Method 2 / 24
  • 3. MethodOnline survey on mobile devicesResearch service providers nurago, Interrogare, mediaresearch42Method Banner survey (+ control group) on mobile devices All persons with contact to the ads on the booked mobileUniverse EMS sites and appsSurveyed brandsSurvey period July 2010 to January 2011 3 / 24
  • 4. MethodPerforming the measurements 1 // Control group 2 // Campaign & Exposed group 4 / 24
  • 5. New chapter02Results of the study 5 / 24
  • 6. New chapter AWARENESS & RECOGNITION 6 / 24
  • 7. New chapterAd awareness // OverallMobile display ads are noticed! For all four campaigns, they attracted an average of 75percent more attention than the ad.Please note on the following list the brands for which you have recently seen advertising on Internet sites you access on 7 / 24your mobile phone. // All figures in %.
  • 8. New chapterAd awareness // CampaignsMobile display ads are a solid basis! In certain cases, ad awareness was even doubled. Exposed group 50 Control group 31 30 27 25 25 16 11 NIVEA DKV Lufthansa Marco PoloPlease note on the following list the brands for which you have recently seen advertising on Internet sites you access on 8 / 24your mobile phone. // All figures in %. *
  • 9. New chapter CONCLUSION: MOBILE DISPLAY ADS ARE NOTICED AND RECOGNIZED. 9 / 24
  • 10. New chapterRecognition // CampaignsMobile display ads are recognized! In all campaigns, the recognition value for the ad wasincreased considerably.* Exposed group Control group 56 42 33 27 21 16 NIVEA DKV Marco PoloHere you see a client‘s advertising logo. Have you ever seen this advertising banner in the mobile Internet – that is, on Internet sites you access on your mobile 10 / 24phone? // All figures in %. // Recognition was not surveyed for Lufthansa. *
  • 11. New chapter A SIDE NOTE: AWARENESS & RECOGNITION FOR UNKNOWN BRANDS. 11 / 24
  • 12. New chapterAdvertising impact research for Kinnie The Kinnie study is the first one in Germany whose results are limited tomobile advertising! The brand is not available in Germany. This means that there are no disruptive influences caused by earlier/parallel campaigns, POS campaigns, or the like. Kinnie was provided with a “mobile only” campaign by theBVDW marketers. 12 / 24
  • 13. New chapterKinnie ad awareness // Control group vs. Exposed groupAd recognition for unknown brands can be achieved through mobile advertising alone! aPlease note on the following list the brands for which you have recently seen advertising on Internet sites you access on your 13 / 24mobile phone. // All figures in %. // a indicates significant differences in groups (p ≤ .05).
  • 14. New chapterKinnie recognition // Control group vs. Exposed groupKinnies mobile display ad is recognized! The recognition value for the Kinnie advertisingwas increased considerably. aPlease note on the following list the brands for which you have recently seen advertising on Internet sites you access on your 14 / 24mobile phone. // All figures in %. // a indicates significant differences in groups (p ≤ .05).
  • 15. New chapter CONCLUSION: MOBILE ADVERTISING WORKS FOR ESTABLISHED AND UNKNOWN BRANDS. 15 / 24
  • 16. New chapter BRAND IMAGE 16 / 24
  • 17. New chapterMobile advertising improves the brand image – as for DKV Exposed group (n = 151) Control group(n = 247) 48 40 37 33 29 25 … is reliable. … is an insurance company I can … is flexible. trust.We are also interested in your general feeling about DKV. (Top 2 boxes on a scale of 5, where 1 = Applies fully and 5 = Does not 17 / 24apply at all). (Figures in %. Basis: people who know the DKV brand, n =398).
  • 18. New chapterMobile advertising improves the brand image – as for Lufthansa Exposed group (n = 190) Control group(n = 332) 95 86 88 88 81 78 … has a good route network and … is an airline I trust more than … offers services that justify its many direct flights. others. price. We are also interested in knowing what image you feel Lufthansa has as an airline. (Top 2 boxes on a scale of 5 or top 2 boxes on a 18 / 24 scale of 6, where 1 = Applies fully and 5 or 6 = Does not apply at all). (Figures in %. Basis: total, n =522).
  • 19. New chapter A SIDE NOTE: BRAND IMAGE AND TARGETING. 19 / 24
  • 20. New chapterPrecise targeting increases the impact!Many more users whose ads advertised with their next airport of departure agree with thestatement: “has attractive special offers for my preferred airport of departure”. Control group(n = 332) 76 Exposed group, generic (n = 81) 67 62 Exposed group, regionally targeted (n = 108) … has attractive special offers for my preferred airport of departure.We are also interested in knowing what image you feel Lufthansa has as an airline. (Top 2 boxes on a scale of 5 or top 3 boxes on a 20 / 24scale of 6, where 1 = Applies fully and 5 or 6 = Does not apply at all). (Figures in %. Basis: total, n =521).
  • 21. New chapter CONCLUSION: MOBILE ADVERTISING PROMOTES THE IMAGE. TARGETING MEANS GREATER EFFICIENCY. 21 / 24
  • 22. New chapter PURCHASING INTENTION 22 / 24
  • 23. New chapter Purchasing intention // Lufthansa & DKV Mobile advertising increases purchasing intention! Despite the high level for Lufthansa, purchasing intention could still be increased. Exposed group Baseline measurement 75 70 + 41% 21 15 + 7% Lufthansa DKVLufthansa: How likely is it that you will choose Lufthansa for your next flight? (Top 3 boxes) // Figures in %. Basis: Total, n=522.DKV: Can you imagine buying a private health insurance policy from DKV? (Top 2 boxes) // Figures in %. Basis: Total, n=398. 23 / 24
  • 24. New chapter CONCLUSION: MOBILE ADVERTISING CREATES PURCHASING INTENTION 24 / 24
  • 25. New chapter03Summary 25 / 24
  • 26. New chapter Summary Mobile display ads are noticed and recognized. Mobile advertising works for established and unknown brands. Mobile advertising even works as a sole channel to produce an advertising impact. Mobile advertising promotes the brand image. Targeting means greater efficiency. Mobile advertising creates purchasing intention. 26 / 24
  • 27. New chapterOutlook – What still needs to be done? Qualitative studies Impact of mobile advertising as compared with other channels 27 / 24
  • 28. New chapterContactMedia Research & Services G+J Electronic Media Sales GmbHKay Schneemann Postal address: P.O. Box 10Phone: +49 (0) 40 3703 – 7371 20444 HamburgE-Mail: schneemann.kay@ems.guj.de Germany Visitors: Baumwall 11 20459 Hamburg Germany Phone: +49 (0) 40 3703 – 7371 Fax: +49 (0) 40 3703 – 5734 E-Mail: info@ems.guj.de Internet: www.ems.guj.de 28 / 24 Page 28