This document summarizes mobile research conducted by Marcel Vogels of MeMo2. It discusses how mobile advertising has become a mass communication medium comparable to TV in terms of brand recognition. Studies with over 20,000 NU.nl app users found that mobile half page ads had 63% brand recognition, similar to TV commercials at 58%. Mobile ads were seen as credible and relevant as other formats. The document concludes that mobile can have a significant impact on brands when combined with branded content.

1. © 2015 MeMo². All rights reserved.
MOBILE RESEARCH
by

2. MARCEL VOGELS
Oprichter MeMo2

3. GAME CHANGING SOLUTIONS
FOR SUSTAINBLE GROWTH

4. VALUE
BRANDING
PERFORMANCE
RETENTIE

5. VANDAAG:
RECLAME-EFFECT VAN
MOBILE ADVERTISING

6. MOBILE INSPIRATION CONFERENCE 2015
15:00 – 15:20, 24th March, De Hallen, Amsterdam, Netherlands
• Mobile Research
• Business Cases
• Key Take Outs

7. HISTORIE

8. TOT 2011

9. TOT 2018

10. WAAROM?
MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …

11. GEVOLG?

12. PARADOX

13. MASSAMEDIA
GROOT BEREIK, SPECIFIEK BEREIK, ZICHTBAARHEID, TARGETING, …

14. WAAROM?
MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …

15. EFFECT?

16. VALUE
BRANDING
PERFORMANCE
RETENTIE

17. METHODIEK

18. >20 STUDIES
sinds start mobile samenwerking 2013

19. CrossmediaTracker™ Media Footprint
+ Realized Viewer/Listen ratings
per medium, per spot, per channel and per audience
Medium/Campagne
Bereik & GCF

20. Insight
Campaign
Effect
MobileTracker™ Effecten op Merkvariabelen (uniek)

22. NU.nl App gebruikers werkten mee
aan deze studies
>20.000

23. MeMoBenchmark™: Mobile Halfpage Ad 63%, TVC 58%, Online Display 30%
84%
Hoogst gemeten
reclameherkenning binnen
NU.nl App

24. 0%
20%
40%
60%
80%
100%
…is opvallend*
…is leuk om naar te kijken*
...spreekt mij persoonijk aan*
…is onderscheidend...vertelt mij iets nieuws*
...heeft een duidelijke boodschap*
…is geloofwaardig*
WAARDERINGHalfpage ad NU.nl
Halfpage ad NU.nl
MeMoBenchmark™ Display

25. BUSINESS CASES
EFFECT OP BRAND KPI’s

26. 50%
17%
56%
16%
64%
27%
Awareness Xperia Z1 Overweging Xperia Z1
CAMPAIGN EFFECT
EXPOSED
NON EXPOSED
EXPOSURE
LEESGEDRAG
ARTIKELEN
EFFECTEN
EXPOSED & ARTIKELEN GELEZEN
Significant verschil t.o.v Non Exposed groep, p >.05

27. Significant verschil t.o.v Non Exposed groep, p >.05
100
111
273
370
CAMPAIGN AWARENESS
NO EXPOSURE
CAMPAIGN EFFECT

28. 59%
73%
85%
47%
61%
66%
0%
20%
40%
60%
80%
100%
Low (1-3 contacten) Medium (4-10 contacten) High (>10 contacten)
Mobile Ad Recognition
..geeft relevante info
CAMPAIGN EFFECT

29. KEY TAKE OUTS
© 2015 MeMo². All rights reserved.

30. KEY TAKE OUTS
1. MASSA COMMUNICATIE MIDDEL (CROSSMEDIA)
2. HERKENNING TE VERGELIJKEN MET TV CAMPAGNE
3. WAARDERING VOORAL OP RATIONELE ASPECTEN
4. IMPACT TE VERGELIJKEN MET ZWARE RICHMEDIA
5. AFNEMENDE MEERWAARDE – OVERDRIJF NIET
6. ……. Combineer met BRANDED CONTENT

31. BRANDED
CONTENT

32. BRANDED
CONTENT

33. BRANDED
CONTENT
MASSA = MOBIEL

34. The information in this document is strictly confidential.
The copyright lies with MeMo² BV. Reproduction and / or disclosure of this document is permitted only with prior written permission of MeMo².
Marcel Vogels
Founder
@ Marcel@memo2.nl
+31(0)6 43025322
Tim Koekkoek
Managing Director
@ Tim@memo2.nl
+31(0)6 16433383
Jan Luijkenstraat 92-96
1071 CT Amsterdam
The Netherlands
www.memo2.nl
www.memopanel.nl