Victor Beerthuis The facts: Mobile Advertising Brand effects 24 uur vd Reclame 09 -10-2013
Jan 15, 2015
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