Mobile Advertising Brand Effects

Victor BeerthuisThe facts: Mobile Advertising Brand effects24 uur vd Reclame

09 -10-2013

Smartphones changed the world

Source: Google 2012

Source: eMarketeer, Comscore & Telepaper

Source: eMarketeer, GFK

How big is mobile?

Info & ComputingOn Demand

“2013 will be the year that marketers finally realize the

power of real-time marketing in the always-on-right-now world of mobile

communications. Their well-planned future marketing

campaigns don't cut it in the instant world.”

David Scott Meerman - strategist

heyo.com/som

Mobile vs. Web

Research

Mobile Doelstelling: Awareness Catalogus AppStimulate Catalogus App downloads

Mobile Doelstelling: Awareness Subway (Stores)Store Traffic

Mobile goals: Awareness Pech prognosis

Mobile goals: Awareness LenovoBuying intention

High Impact Mobile advertisingStrong in-app visibility

Yes No Yes No

High Impact Mobile advertisingStrong in-app visibility

High appreciation Mobile ads within NU.nl App

MeMoBenchmark™ Mobile

Mobile Ad Appreciation | ANWB

Targetgroup

NU.nl visitors (Mobile)

Mobile MeMoBenchmark

* Percentage dat het (helemaal) eens is met de uitspraak | ** Significant verschil , p<.05.

MeMoBenchmark

5,9

Basis Exposed aan ANWB campagne: NU.nl mobiele bezoeker N=262 | Communicatiedoelgroep N=94.

The ANWB ad is….*

Primary target audienceNU.nl Visitor (Mobile)

Mobile MeMoBenchmark

MeMoBenchmark

6,1

Mobile Ad Appreciation | Lenovo Yoga

* Percentage (completely) agree with the statement | ** Significant difference, p <.05.

* Base Exposed to Lenovo Yoga campaign: NU.nl Mobile visitor N=168 | Primary target audience N=55.

The Mobile Ad of Lenovo Yoga…

Impact of mobile

* Significant verschil, p <.05.Basis: NU.nl mobiele app en websitebezoeker, Exposed vs. Non Exposed.

Mobile Ad Appreciation | Wear-in / Wear-out Effect

Mobile Ad Appreciation van de ANWB

Basis Exposed aan ANWB campagne: NU.nl mobiele bezoeker N=262.* Significant verschil low vs. High, p<.05

15%12%

PECHPROGNOSE NU.nl MOBILE WEBSITE VISITORS /

Non Exposed

PECHPROGNOSE NU.nl MOBIELE WEBSITE VISITORS /

Exposed

25%* 22%*13% 7%

Campaign Effects | Awareness Pechkans

** Daadwerkelijke pechprognose steekproef berekend middels kenteken en website ANWB (www.pechprognose.nl).

Personal estimation Personal estimation

* Analyse toont Effect op Bewustwording Pechkans | Significant verschil , p<.05

Mobile levert bijdrage aan merkdoelstellingenAwareness IKEA Catalogus app verhoogd

Significant verschil, p <.05.Basis: NU.nl mobiele app en websitebezoeker, Exposed vs. Non Exposed.

Exposed Non Exposed

IKEA Catalog…IKEA Catalog…

Exposed Non Exposed

Mobile levert bijdrage aan merkdoelstellingenLocation based | improvement Awareness Subway stores closeby

Significant verschil, p <.05.Basis: NU.nl mobiele app en websitebezoeker, Exposed vs. Non Exposed.

Exposed Non Exposed

Campaign Effect | Product ConsiderationLenovo Yoga

Would you consider the Lenovo Yoga if you were to buy a new tablet or laptop? Yes, certainly

Exposed Non Exposed

Product Consideration

Significant difference, p <.05.

Primary Target Audience (18-34 y/o | N=97)

The Golden formula

Experiment

Research

Victor Beerthuis