#MobiU2011, @joyliuzzo @InsightExpressMeasurement Planning from Day 1• Measurement needs to be built into the campaign from the ground up • Impacts strategy and tactics • Technology, business objectives, partners• Success metrics identified during the planning stages • What are you aiming to accomplish • How is success defined for each business objective• How are mobile measurements integrated into larger campaign measurements • What synergies need to be measured
#MobiU2011, @joyliuzzo @InsightExpressThe Right Metric for the Right Objective• Awareness Building • Impressions served• Education (white text to take up • Landing page visits (not the the same space) same as clickthrough)• Driving Purchase or offline • Coupon redemption or offline purchase behaviors purchase behaviors
#MobiU2011, @joyliuzzo @InsightExpressFor Every Behavior, There is an Attitude• Top of Mind• Yeah, I know that one• That brand is known for…• I like this brand• I think I’m going to buy this brand• This site has everything I need
#MobiU2011, @joyliuzzo @InsightExpressBehavioral & Attitudinal – Completes the Picture
#MobiU2011, @joyliuzzo @InsightExpressTraditional vs. Digital & Mobile Media Who is a One Trick Pony? Who is Multi-Interactive?
#MobiU2011, @joyliuzzo @InsightExpressOnline Hasn’t Identified the One Metric• Clickthrough• Time Spent on Site• Average Pages• Post Click Actions• SEO• Followers/Fans• Etc
#MobiU2011, @joyliuzzo @InsightExpressComparison of Metrics Mobile Online TV, Print, Radio Visitation/Usage: Viewership/Usage: Visitation/Usage: Reliability is variable Panel-based, Established tracking across media subscriber-based. across Online sites (SMS, Internet, Apps) Implied exposure Behavioral: Behavioral: Behavioral: Reliability is variable Actions taken can be No tracking of actual across media tracked relatively behaviors taken (SMS, Internet, Apps) easily Attitudinal: Attitudinal: Attitudinal: Surveys allow for data Surveys allow for data Surveys allow for data to be captured to be captured to be captured
#MobiU2011, @joyliuzzo @InsightExpressMobile Ad Effectiveness Methodology Media Campaign Runs across the Mobile Media Plan Respondents Surveyed via Mobile Before and During Ad Campaign Have heard Have not heard Brand A Brand B Brand C Exposure Groups are Compared to Control Baseline to Determine Media Effect Control vs. Exposed Control vs. Exposed Control vs. Exposed
How Does Mobile Advertising Perform Compared toOther Media in terms of Effectiveness?
#MobiU2011, @joyliuzzo @InsightExpressBrand Metric Comparison by Single Media Channel
#MobiU2011, @joyliuzzo @InsightExpressBrand Metric Comparison by Media Channel Combinations
#MobiU2011, @joyliuzzo @InsightExpressThe study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertisingon mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing over onethousand online ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms arebased on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design tomeasure the brand impact of mobile advertising campaigns.