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∆ +8. 47%. Which hotel uses the message "STAY WITH US“ Hilton Hampton Inn Holiday Inn Marriott. 39%. Control. Exposed . AdIndex ® for Mobile: Overview. MOBILE. How Do We Measure Mobile?

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Adindex for mobile overview l.jpg

∆ +8

47%

  • Which hotel uses the message "STAY WITH US“

  • Hilton

  • Hampton Inn

  • Holiday Inn

  • Marriott

39%

Control

Exposed

AdIndex® for Mobile: Overview

MOBILE

How Do We Measure Mobile?

- 600 natural viewers (respondents)- Recruited directly via WAP intercept from footprint of media plan- Short 10-question survey

What Insights?

- What was the branding impact? (awareness & persuasion metrics)- Mobile phone and mobile Web usage- How frequently do certain target groups visit a WAP site?

Do the results indicate a difference?

Brand Awareness

Exposed*

Yes

Did they see the campaign?

No

Control*


Case study hampton inn read full case study at www dynamiclogic com l.jpg
Case Study: Hampton InnRead full case study at www.dynamiclogic.com

Landing Page

Creative Example

  • Includes Hampton Inn Logo

  • Brand Message below


Campaign was highly effective at raising awareness l.jpg

Control

Exposed

Campaign was highly effective at raising awareness

  • Viewers noticed the ads, with a 26 percentage point increase in Mobile Ad Awareness

  • Association with the brand message was 7% before campaign exposure and 22% after exposure

Overall Respondents: Awareness Metrics

(n=2,237)

(n=182)

*Statistically significant difference between control and exposed group at a 90% confidence level

* Statistically significant difference between control and exposed group at a 90% confidence level


Hampton inn s mobile advertising was also persuasive l.jpg

Control

Exposed

Hampton Inn’s mobile advertising was also persuasive

  • Favorability rose 13 percentage points

  • After exposure to the mobile campaign consideration to stay at Hampton Inn was at 42%; baseline was 30%

Overall Respondents: Persuasion Metrics

(n=2,237)

(n=182)

Source: Dynamic Logic October 2007

*Statistically significant difference between control and exposed group at a 90% confidence level

* Statistically significant difference between control and exposed group at a 90% confidence level


Advertising had the strongest impact among the most frequent weather com visitors l.jpg
Advertising had the strongest impact among the most frequent Weather.com visitors

  • Frequency of exposure and travel frequency may also be a factor

Weather.com Visitation (Total Audience): Brand Metrics

Source: Dynamic Logic October 2007

*Statistically significant difference between control and exposed group at a 90% confidence level

^Sample size is low

*Statistically significant difference between control and exposed group at a 90% confidence level


Wap campaign clearly outperformed the average hotel campaign running on the internet l.jpg
WAP campaign clearly outperformed the average Hotel campaign running on the Internet

  • While it is clear that this is a technology that users are heavily interacting with, such differences between the Internet and mobile may flatten over time as the medium becomes more commonplace

Hampton WAP vs. Hotel MarketNorms (Internet)

Hampton Inn WAP Campaign

Internet Hotel Campaigns (MarketNorms)

(n=32 campaigns)

Deltas

*SOURCE: Dynamic Logic MarketNorms; Online Hotel campaigns (past 3 years); N=32 campaigns

Source: Dynamic Logic October 2007


Case study major film release l.jpg
Case Study: Major Film Release running on the Internet

Overall Respondents: Awareness Metrics

Campaign Objectives:

Raise awareness and intent to go see the movie in theatres

Research Results:

  • Higher Awareness: Significant increases in awareness of and interest in film — users exposed to the ads exhibited a +19.3 percentage-point increase in awareness of the film’s title.

  • Increased Interest: Ad exposure resulted in a +9.5 percentage-point increase in interest in seeing the film among overall respondents.

Overall Respondents: Persuasion Metrics

Source: Dynamic Logic January 2008; n=768 respondents

*Statistically significant difference between control and exposed group at a 90% confidence level


Slide9 l.jpg

Compared to theatrical release campaigns on the Internet, Movie X advertising scored higher in raising both awareness and persuasion metrics

Average Deltas

*SOURCE: Dynamic Logic MarketNorms; Online Theatrical Release campaigns (past 3 years); N=10 campaigns

*SOURCE: Dynamic Logic MarketNorms; Online Theatrical Release campaigns (past 3 years); N=10 campaigns


A valuable audience for movie marketers l.jpg
A Valuable Audience for Movie Marketers Movie X advertising scored higher in raising both awareness and persuasion metrics

Movie-Going Frequency

Exposed Respondents (n=312)

67% of the sample has seen a movie in the theater in the past two months

Mobile Entertainment Activities

Exposed Respondents (n=312)

  • Nearly all respondents use their mobile phones for at least one of the tested activities monthly:

  • 35% used their mobile phones for “finding theater and movie times”

  • 29% “watched movie trailers”

Source: Dynamic Logic January 2008; n=768 respondents


Starbucks branded applications l.jpg
Starbucks: Branded Applications Movie X advertising scored higher in raising both awareness and persuasion metrics


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