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Victor Beerthuis The facts: Mobile Advertising Brand effects 24 uur vd Reclame 09 -10-2013
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Page 1: Mobile Advertising Brand Effects

Victor BeerthuisThe facts: Mobile Advertising Brand effects24 uur vd Reclame

09 -10-2013

Page 2: Mobile Advertising Brand Effects

Smartphones changed the world

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Source: Google 2012

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Source: eMarketeer, Comscore & Telepaper

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Source: eMarketeer, GFK

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How big is mobile?

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Info & ComputingOn Demand

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“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

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Mobile vs. Web

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Research

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Mobile Doelstelling: Awareness Catalogus AppStimulate Catalogus App downloads

Mobile Doelstelling: Awareness Subway (Stores)Store Traffic

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Mobile goals: Awareness Pech prognosis

Mobile goals: Awareness LenovoBuying intention

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High Impact Mobile advertisingStrong in-app visibility

Yes No Yes No

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High Impact Mobile advertisingStrong in-app visibility

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High appreciation Mobile ads within NU.nl App

MeMoBenchmark™ Mobile

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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….*

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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…

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Impact of mobile

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

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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

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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

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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

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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

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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)

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The Golden formula

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Experiment

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Research

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Victor Beerthuis