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:
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 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.
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