Chad mobile
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This document outlines the methodology for CHAD MOBILE, which summarizes as: - An online panel of at least 200 mobile respondents is used, with a profile matching the readers of the site or app being tested - A short, responsive questionnaire is administered on the day after an ad appears - Metrics measured include recognition, attribution, effective score, branding power, and brand awareness to assess the impact of mobile ads
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Executive master in digital marketing 12 12 2017 - 4 phases to set up a com ...
Executive master in digital marketing 12 12 2017 - 4 phases to set up a com ...
Leveraging Location Data to Build Consumer Profiles
Leveraging Location Data to Build Consumer Profiles
1 mobile leadership program mobile market, mobile assets, why google, mobil...
1 mobile leadership program mobile market, mobile assets, why google, mobil...
Samir Patel - DMA Putting the fizz back into door drops
Samir Patel - DMA Putting the fizz back into door drops
SEND15 | The Customer Journey in a Digital World: One customer. Many journeys...
SEND15 | The Customer Journey in a Digital World: One customer. Many journeys...
Chad mobile
- 1. MOBILE
- 2. METHODOLOGY CHAD MOBILE ‐ Online panel with at least 200 RESPONDENTS ‐ A-select sample ‐ Profile of the respondents = profile of the readers ‐ Respondents have VISITED THE HOMEPAGE OF OUR MOBILE SITE OR APP ‐ Regular & irregular visitors/readers ‐ Questionnaire is launched: Online: On day after appearance ‐ PURE ATTRIBUTION Methodology
- 3. ‐ Set up a new MOBILE PANEL • DM.be 18.160 • HLN.be 19. 091 ‐ SHORT version of CHAD QUESTIONNAIRE ‐ RESPONSIVE questionnaire Methodology adapted to mobile use METHODOLOGY CHAD MOBILE
- 4. % of the respondents who saw the ad AND attributed the right brand In reference to the entire sample For which brand did this ad appear? Pure attribution, open question (no suggestion of sector/brand) In reference to the respondents who remember the ad Have you seen this ad? % of the respondents who know the brand In reference to the entire sample RECOGNITION ATTRIBUTION EFFECTIVE SCORE Methodology % of the respondents who attributed the right brand In reference to the entire sample BRANDING POWER BRAND AWARENESS SHORT QUESTIONNAIRE
- 6. ImpactIMPACT 11/04 -12/04/2015 20th Century Fox Full home + embedded video on HLN.BE 1ST MOBILE CAMPAIGN TEST
- 7. IMPACT 11/04 -12/04/2015 20th Century Fox Full home + embedded video on HLN.BE RESULTS 39% 40% 16% 33% 52% 18% Recognition Attribution Effective score 20th Century Fox Average online
- 8. IMPACT 11/04 -12/04/2015 20th Century Fox Full home + embedded video on HLN.BE IMPACT % T M V 18-34 (index vs. total) Recognition 39 36 44 103 Attribution 40 50 31 135 Effective score 16 18 14 150 Branding power 21 23 19 152 Awareness 90 93 86 100
- 9. 34% 60% 22% 29% 52% 16% Recognition Attribution Effective score Video No video USE OF VIDEO FORMAT IMPACT +27%
- 10. ‐ Able to test mobile campaigns ‐ Adapted questionnaire (short & responsive) ‐ High response Conclusion CHAD MOBILE
- 11. Contact Sabine De Hauwere Sales Arguments Intelligence Manager sabine.de.hauwere@persgroep.be
Editor's Notes
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