Cracking the Code – Mobile Measurement

Havas Media Group and Sky Media have joined forces to research the best ways of measuring mobile effectiveness by trialling cutting edge methodologies.

Havas

Brand awareness up 54% after mobile consumers view ads from Nationwide, Dominos and Birds Eye*

Havas Media Group and Sky Media have joined forces to research the best ways of measuring mobile effectiveness by trialling cutting edge methodologies.

Standard mobile advertising formats clearly work, but brands should consider more advanced high impact and native formats to produce even greater engagement.

David Fisher, Head of Futures. Sky Media

Nationwide, Dominos and Birds Eye took part in the research and worked alongside research agencies Differentology and On Device Research, who are specialists in the field of mobile measurement.

The research included two live tests which analysed real world ad campaigns in a live environment and two lab tests. The study enabled testing of different mobile ad formats not widely served at present. Sky Sports, Football Score Centre and Sky News mobile phone apps housed the advertising placements.

The research shows that mobile is an effective medium for building brands. It highlights that those who make the best use of the creative space by making ads more intriguing, fun and interactive will achieve greater standout, and generate the best results.

Key findings include:

  • Mobile advertising works hard: Combined brand perception across all three brands showed an uplift of 13% from the non-exposed to the exposed group of respondents.  Furthermore combined brand consideration increased by 9% of those exposed.
  • Native is a star performer: Native mobile ads are considered more relevant and engaging than standard banner ads.  They reduce irritation and yet still retain strong cut-through levels.
  • Mindset matters: A consumer’s mood and mindset can drive message absorption and enhance brand effects.  Call to action increased by 70% for those who were more enthusiastic and excited at the point of ad exposure to the Birds Eye banner.
  • Exciting formats deliver cut-through: Mobile formats and creatives that were fun and generated intrigue achieved a greater cut-through. Furthermore, those with interactive elements were seen as more engaging, relevant and more likely to drive action than non-interative formats.

Native mobile ads are considered more relevant and engaging than standard banner ads.

Nationwide and Dominos took part in the live control and exposed effectiveness test using a new methodology from On Device Research. This approach provides a solution to the challenge of being unable to cookie track on mobile, whilst still testing brand effectiveness in a live environment.  Birds Eye carried out a control and exposed effectiveness test in an lab environment rather than live setting. This enabled native mobile ads, currently not widely served, to be tested and also allowed for creative diagnostics testing of a number of different mobile formats.

Sorcha Garduce, Digital Insight Director at Havas Media said: “There is no question of the importance of mobile devices to consumers which in turn translates to brands, this making research into mobile effectiveness never more important.  This study highlights that brands can utilise mobile advertising as part of their communications strategy to influence both ‘soft’ and ‘hard’ brand metrics, moving consumers along their brand journey.”

Other findings include:

  • Mobile display increased brand salience.  Dominos saw a 25% uplift in agreement that ‘Dominos is a brand for people like me’.
  • Purchase consideration for Birds Eye increased by 7%.  
  • 72% of those exposed to the Dominos mobile display ad claimed that they did some form of action as a result of exposure (e.g. visiting the site, downloading the app or ordering a pizza).

 Mobile formats and creatives that were fun and generated intrigue achieved a greater cut-through.

David Fisher, Head of Futures at Sky Media said: “Standard mobile advertising formats clearly work, but brands should consider more advanced high impact and native formats to produce even greater engagement. This research is evidence that exciting new format opportunities in the right environment can deliver vastly enhanced brand metrics.”

*The 54% increase in awareness is based on a live test environment for Domino’s and Nationwide ad placements.  Birds Eye ad placements were tested in a lab environment.

The research took place between June and August 2014 and over 2,600 mobile app users took part in both the live and lab tests.

For further information contact: Kay Breeze or Becki Mullins at kay@pumpkin.uk.com or becki@pumpkin.uk.com

Get in touch
Envelope icon to get in touch
Send to friend
Send to friend arrow icon
Opportunities
Opportunities icon with multiple devices
Newsletter Signup
Newsletter icon
Success Stories
Success stories rosette
Other Stories of interest
Our Sites

Please click on any of the sites below to open the link in a new window

Send to Agency/Friend

Don't keep it to yourself – fill out the details below a share something from our site.

Your Name: *

Company: *

Contacts Name: *

Contacts Company: *

Message:

Please leave this field empty.

Keep me updated

Please complete the form below to sign up for our newsletter or reminders, delivering the information you want direct to your inbox.

First name: *

Surname: *

Company: *

Sky Media updates fortnightly newsletter
Our fortnightly newsletter; keeping you up-to-date on key Sky Media research, news and opportunities.
 Yes

Sky Media Sponsorship Opportunities
Latest Opportunities from Sky Media
 Yes

Sky Media Kids Channels
Sign up to our exclusive kids newsletter.
 Yes