Nielsen Mobile Media
Research 2014
iGaranti, Gillette, Shell
Advertising Effectiveness Framework
NIELSEN ADVERTISING
EFFECTIVENESS FRAMEWORK
reach the
right people
impact their
behaviour
influence
their opinion
REACH RE...
WHAT IS MBE AND HOW CAN IT HELP
CLIENTS MAXIMIZE ROI?
• MBE helps clients to measure and optimize campaigns in real time
i...
METHODOLOGY
 Survey appears on the banner areas of mobile sites and consists of
only one or two questions.
 Respondents ...
CAMPAIGN CREATIVES/BANNERS
6
Diagnosis - Gillette
RELATIONSHIP BETWEEN AD EXPOSURE AND
Gillette FUSION PROGLIDE AWARENES
0%
5%
10%
15%
20%
25%
Control: Unexposed Exposed
Aw...
RELATIONSHIP BETWEEN AD EXPOSURE AND
ASSOCIATION OF GILLETTE FUSION PROGLIDE
WITH SENSITIVE SKIN TREATMENT
S3) When shavin...
RELATIONSHIP BETWEEN AD EXPOSURE AND
PURCHASE INTENT FOR GILLETTE FUSION
PROGLIDE
0%
5%
10%
15%
20%
25%
Control: Unexposed...
10
DIAGNOSIS – iGaranti App
RELATIONSHIP BETWEEN AD exposure AND I-
GARANTI APP awareness
0%
5%
10%
15%
20%
25%
30%
35%
Control: Unexposed Exposed
Awa...
RELATIONSHIP BETWEEN AD exposure AND recall
0%
5%
10%
15%
20%
25%
30%
35%
Control: Unexposed Exposed
Recall
S2) Do you rem...
RELATIONSHIP BETWEEN AD exposure AND
download INTENT FOR I-GARANTI APP
0%
5%
10%
15%
Control: Unexposed Exposed
Download I...
14
DIAGNOSIS – SHELL
RELATIONSHIP BETWEEN AD EXPOSURE AND
AWARENESS FOR SHELL
0%
5%
10%
15%
20%
25%
30%
Control: Unexposed Exposed
Awareness
S1...
RELATIONSHIP BETWEEN AD EXPOSURE AND
reCall
0%
5%
10%
15%
20%
25%
30%
35%
Control: Unexposed Exposed
Recall
S2) Do you rem...
RELATIONSHIP BETWEEN AD EXPOSURE AND
preference OF SHELL
0%
5%
10%
15%
20%
25%
30%
Control: Unexposed Exposed
Purchase Int...
Teşekkürler...
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Wonk & Nielsen Mobile Media Research 2014 Turkey

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Mobile Brand Effectiveness Analyses Turkey

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Wonk & Nielsen Mobile Media Research 2014 Turkey

  1. 1. Nielsen Mobile Media Research 2014 iGaranti, Gillette, Shell Advertising Effectiveness Framework
  2. 2. NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK reach the right people impact their behaviour influence their opinion REACH RESONANCE REACTION MOBILE BRAND EFFECT (MBE)
  3. 3. WHAT IS MBE AND HOW CAN IT HELP CLIENTS MAXIMIZE ROI? • MBE helps clients to measure and optimize campaigns in real time in order to maximize their Brand Lift. • 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). (exposed%-control%)/control%
  4. 4. 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.
  5. 5. CAMPAIGN CREATIVES/BANNERS
  6. 6. 6 Diagnosis - Gillette
  7. 7. RELATIONSHIP BETWEEN AD EXPOSURE AND Gillette FUSION PROGLIDE AWARENES 0% 5% 10% 15% 20% 25% Control: Unexposed Exposed Awareness S1) Have you heard about Gillette Fusion ProGlide before? N:4064
  8. 8. RELATIONSHIP BETWEEN AD EXPOSURE AND ASSOCIATION OF GILLETTE FUSION PROGLIDE WITH SENSITIVE SKIN TREATMENT S3) When shaving brands for sensitive skin are mentioned, which brands come to your mind? 0% 10% 20% 30% 40% 50% 60% Control: Unexposed Exposed Association with Sensitive Skin Treatment N:866
  9. 9. RELATIONSHIP BETWEEN AD EXPOSURE AND PURCHASE INTENT FOR GILLETTE FUSION PROGLIDE 0% 5% 10% 15% 20% 25% Control: Unexposed Exposed Purchase Intent S4) What is your likelihood to purchase Gillette Fusion ProGlide? N:2110
  10. 10. 10 DIAGNOSIS – iGaranti App
  11. 11. RELATIONSHIP BETWEEN AD exposure AND I- GARANTI APP awareness 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Awareness S1) Do you know or have you heard about i-Garanti application before? N:1525
  12. 12. RELATIONSHIP BETWEEN AD exposure AND recall 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Recall S2) Do you remember watching and ad about i-Garanti application on your mobile phone or your tablet? N:1924
  13. 13. RELATIONSHIP BETWEEN AD exposure AND download INTENT FOR I-GARANTI APP 0% 5% 10% 15% Control: Unexposed Exposed Download Intent S3) Would you consider downloading i-Garanti application to your mobile phone or tablet? N:1987
  14. 14. 14 DIAGNOSIS – SHELL
  15. 15. RELATIONSHIP BETWEEN AD EXPOSURE AND AWARENESS FOR SHELL 0% 5% 10% 15% 20% 25% 30% Control: Unexposed Exposed Awareness S1) Have you heard about Shell V-Power Nitro+ before? N:851
  16. 16. RELATIONSHIP BETWEEN AD EXPOSURE AND reCall 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Recall S2) Do you remember seeing an ad about Shell V-Power Nitro+ on your mobile phone or your tablet? N:808
  17. 17. RELATIONSHIP BETWEEN AD EXPOSURE AND preference OF SHELL 0% 5% 10% 15% 20% 25% 30% Control: Unexposed Exposed Purchase Intent S3) Would you prefer Shell V-Power Nitro+ when purchasing fuel for your vehicle? N:487
  18. 18. Teşekkürler...

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