Presentation from ESOMAR APAC with Luma Research.

1. May 2014
Mobile Goes to the
Game!
In the Scrimmage Moment with Mobile
Sally Joubert - Luma
James Burge - Research Now Mobile
Insight. Create. Inspire.

2. The Asia-Pacific Mobile Landscape

3. Even in these exciting
advertising times there is
still the perception that
ad research is boring,
expensive, & time
consuming….and let’s face
it very traditional

4. So we wanted to see
what mobile could do to
change this…

5. Research Goes Mobile – Dubreuil and Joubert 2012
What we know so far…
You can measure
emotionaland
rational responses
to advertising
anywhere,
anytime.
Ad testing
works on
mobile

6. We wanted to
know more….
particularly
about in the
moment
researchWhat can
mobile add to
your survey?

7. How do we use it to measure advertising in the moment?
People consume media
in different ways to
how they think/plan.
What can “sitting”
beside them add to
the insights gathered?
What we did…..

8. Pre- and
post- series
online survey
Mobile
survey
during each
game
What we did…..

9. in game two
uploaded a photo in game one and
38%
34%
69%
76%
of game 1 participated in game 2 survey and
in game 3 survey
What we found…..
High
participation
• Media Uploads
• Repeat respondents

11. Holden VB GIO AAMI XXXX JEEP
Pre Series Post Series
Brand
Brand Love measured in the traditional
pre-post way shows little differenceWhat we found…..

12. Holden VB GIO AAMI XXXX JEEP
Non Rugby Fan Rugby Fan
Brand
We know from our pre-survey that brand
love is higher with rugby league fansWhat we found…..

13. Love for
Holden
consistent
throughout
the series
Brand love for
AAMI and GIO
was generally
lower during
the game
But look at the depth we get when we go mobile
during the games…
Meanscore
Holden GIO AAMI
What we found…..

14. Game 3
0
15
30
45
60
Excited Happy Positive
Mobile can also identify feelings without asking questionsWhat we found…..

15. What we know so far…
Being in the moment
provides a very clear
picture of what
people are thinking
and feeling. Using
the phones video,
photo and GPS adds
even more.
• Mobile reaches the hard to get
• Participation and engagement is high even amongst the
passionate sports fans
• Mobile fills in the gaps left by traditional approaches
• Images can replace words
Mobile can
help deliver faster,
better
and cheaper
Mobile can do
advertising research
in the moment. But
can it do it faster
and smarter?

16. Areas to Explore
Can we go with
fans to the
Super Bowl like
we have to other
major sporting
events?
Does
“in the moment”
provide an option for
long cumbersome post
studies i.e. can Mobile
be used as a quick
track and learn?
Can
crowds
predict
what will
happen?
What does
it add?
What is
missing?

17. So what did we do?
A 3 minute mobile survey
just as the game finished
Followed by an
in-depth online interview
completed over 2 days
In that time we
had measured the
effectiveness of
50 of the Super
Bowl ads

18. This is
significantly
quicker than the
typical 24 hour
window for
online
45%response rate
IN THE 2 HOUR
WINDOW AFTER
THE GAME

19. What we found
Within hours of the game finishing we had a clear picture of
which ads were winning the hearts and minds of the fans.
Super Quick Top 10 Scoreboard
1. Budweiser ‘Puppy Love’
2. Budweiser ‘Hero’
3. Coke ‘America is beautiful’
4. Doritos ‘Time Machine’
5. Cheerios ‘Gracie’
6. RadioShack ‘80’s’
7. Chrysler ‘America’s Import’
8. Wonderful Pistachio
9. Bud Light ‘Epic Night’
10. Dannon Oikos ‘The Spill’

20. What we found We also had some solid predictions about memorability and
shareability…from the crowd.
Memorability Shareability
1. Budweiser ‘Puppy Love’
2. Budweiser ‘Hero’
3. Bud ‘Epic Night’
4. Audi ‘Doberwawa’
5. Doritos ‘Time Machine’
1. Budweiser ‘Puppy Love’
2. Bud ‘Epic Night’
3. Audi ‘Doberwawa’
4. Doritos ‘Time Machine’
5. Budweiser ‘Hero’

21. The results
Predictions

22. Mobile adds speed and
reach and an element
of fun!!

23. The researchers wrap up…

24. Insight. Create. Inspire.