Nielsen Media Research (iGaranti, Gillette, Shell)

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Nielsen Media Research (iGaranti, Gillette, Shell)

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Nielsen Media Research (iGaranti, Gillette, Shell)

  1. 1. NIELSEN MEDIA RESEARCH I-GARANTI, GILLETTE AND SHELL STUDY 2014
  2. 2. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 22 NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK
  3. 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK reach the right people impact their behaviour influence their opinion REACH RESONANCE REACTION MOBILE BRAND EFFECT (MBE)
  4. 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 WHAT IS MBE AND HOW CAN IT HELP CLIENTS MAXIMIZE ROI? • Brand Lift is the percentage increase in the primary marketing objective of an mobile display brand advertising campaign • It is based on a comparison of the control group vs. the exposed group. • Brand Lift is a much more indicative and telling KPI than the more traditional Click Through Rate (CTR). • MBE helps clients to measure and optimize campaigns in real time in order to maximize their Brand Lift. (exposed%-control%)/control%
  5. 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 METHODOLOGY • Survey appears on the banner areas of mobile sites and consists of only one or two questions. • Respondents have been selected on a random basis . • For Gillette Fusion ProGlide MBE Study 4.064 interviews, for iGaranti MBE Study 2.000 interviews and for Shell MBE Study 851 interviews were conducted. • MBE Methodology is based on tagging. Tagging the users by cookies shows if the users have been exposed to the ad campaign or unexposed to the ad campaign (control). • Each question signifies different attributes like awareness, purchase intention, recall, attitude, preference and favorability for the brand/product/service.
  6. 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 ACKNOWLEDGEMENT We would like to thank our partners/contributors in this research for their invaluable support. Our gratitude goes to Mobilike for establishing the mechanism that allowed us to carry out this research.
  7. 7. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 CAMPAIGN CREATIVES/BANNERS
  8. 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8 CAMPAIGN BANNERS Media Network Impres sion Banner Types Wonk 500.000 Interstitial Mobia 500.000 Interstitial /Prestitial Movez 500.000 Interstitial /Prestitial Media Network Impres sion Banner Types Wonk 500.000 Interstitial Mobia 500.000 Interstitial /Prestitial Movez 500.000 Interstitial /Prestitial iGarantiGillette Fusion ProGlide Shell V-Power Nitro + Media Network Impres sion Banner Types Wonk 500.000 Interstitial Mobia 500.000 Interstitial /Prestitial Movez 500.000 Interstitial /Prestitial
  9. 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 99 DIAGNOSIS – GILLETTE
  10. 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 RELATIONSHIP BETWEEN AD EXPOSURE AND GILLETTE FUSION PROGLIDE AWARENESS 0% 5% 10% 15% 20% 25% Control: Unexposed Exposed Awareness N:4064 S1) Have you heard about Gillette Fusion ProGlide before?
  11. 11. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 11 RELATIONSHIP BETWEEN AD EXPOSURE AND ASSOCIATION OF GILLETTE FUSION PROGLIDE WITH SENSITIVE SKIN TREATMENT 0% 10% 20% 30% 40% 50% 60% Control: Unexposed Exposed Association with Sensitive Skin Treatment N:866 S3) When shaving brands for sensitive skin are mentioned, which brands come to your mind?
  12. 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 12 RELATIONSHIP BETWEEN AD EXPOSURE AND PURCHASE INTENT FOR GILLETTE FUSION PROGLIDE 0% 5% 10% 15% 20% 25% Control: Unexposed Exposed Purchase Intent N:2110 S4) What is your likelihood to purchase Gillette Fusion ProGlide?
  13. 13. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 1313 DIAGNOSIS – iGaranti App
  14. 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 RELATIONSHIP BETWEEN AD EXPOSURE AND I- GARANTI APP AWARENESS 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Awareness N:1525 S1) Do you know or have you heard about i-Garanti application before?
  15. 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 RELATIONSHIP BETWEEN AD EXPOSURE AND RECALL 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Recall N:1924 S2) Do you remember watching and ad about i-Garanti application on your mobile phone or your tablet?
  16. 16. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 16 RELATIONSHIP BETWEEN AD EXPOSURE AND DOWNLOAD INTENT FOR I-GARANTI APP 0% 5% 10% 15% Control: Unexposed Exposed Download Intent N:1987 S3) Would you consider downloading i-Garanti application to your mobile phone or tablet?
  17. 17. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 1717 DIAGNOSIS – SHELL
  18. 18. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 18 RELATIONSHIP BETWEEN AD EXPOSURE AND AWARENESS FOR SHELL 0% 5% 10% 15% 20% 25% 30% Control: Unexposed Exposed Awareness N:851 S1) Have you heard about Shell V-Power Nitro+ before?
  19. 19. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 19 RELATIONSHIP BETWEEN AD EXPOSURE AND RECALL 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Recall N:808 S2) Do you remember seeing an ad about Shell V-Power Nitro+ on your mobile phone or your tablet?
  20. 20. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 20 RELATIONSHIP BETWEEN AD EXPOSURE AND PREFERENCE OF SHELL 0% 5% 10% 15% 20% 25% 30% Control: Unexposed Exposed Purchase Intent N:487 S3) Would you prefer Shell V-Power Nitro+ when purchasing fuel for your vehicle?
  21. 21. GÜMÜŞYOLU CAD. NO: 22 34676 NAKKAŞTEPE, ÜSKÜDAR, İSTANBUL TEL : (0216) 553 77 70 FAX: (0216) 553 77 87 WWW.NIELSEN.COM.TR TURKEYNIELSENMARKETING@NIELSEN.COM THANK YOU

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