3.0 Without cookies, how do you track ad exposure?

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1 1.0 What is Mobile AdInsights? Mobile AdInsights is InsightExpress' mobile ad-effectiveness offering. Our flexible solutions allow you to measure the effectiveness of all forms of mobile marketing and advertising (banner display, SMS/MMS, IVR, Bluetooth, video, and location-based services). A control/test methodology is used to measure the brand and sales impact of each mobile ad initiative. Typical measurements include: Unaided awareness Aided awareness Message association Brand favorability Purchase or other intent Demographics Campaign specific questions 2.0 What is the Mobile AdInsights methodology? As with online AdInsights, the Mobile AdInsights methodology compares a control group of people not exposed to the advertisement to a test group of people exposed to the advertisement. Since a limited number of phones are able to accept cookies at this time, we collect control respondents prior to campaign launch in order to gather a clean sample. Control respondents are recruited from the same areas of the sites where the campaign ads are planned, typically two weeks before the ad campaign begins. During the campaign, we recruit respondents who have been exposed to the advertising and ask them the same series of questions posed to the control respondents. 3.0 Without cookies, how do you track ad exposure? There are two areas where we need to understand ad exposures. First, we need to make sure that the control group is clean and truly unexposed, which is done by collecting the control group pre-campaign using recruitment display banners. Second, we need to ensure that the exposed group has actually seen the ads. We have two methods available to ensure recruitment after exposure; the exact method used is dependent on publisher/network and ad serving capabilities. The first option (and best case scenario) requires that the publisher/network has the ability to track ad exposure. Once the ad server indicates the visitor has seen 1

2 the campaign advertisement, the recruitment banner is shown on the subsequent page visit (Option A). If publisher/network does not have this capability, the second option is to run a separate campaign using the campaign display banner that includes an InsightExpress survey recruitment call to action text link underneath it. This approach ensures exposure to the banner. Visitors who click on the ad or text link are brought into the survey (Option B). Please note: additional recruitment options are possible and can be explored on a case by case basis. Option A Exposed recruitment on subsequent page Recruitment Banner on Subsequent Page Ad Exposure Banner Click 2 Win $200! 2

3 Option B - ad with survey recruitment call to action Ad Exposed Recruitment Ad Banner Text link Banner Recruitment Text link Click 2 Win $200! 4.0 How easy is it for publishers to incorporate Mobile AdInsights? The implementation of a Mobile AdInsights media measurement initiative is very easy. InsightExpress will supply survey click-through URLs, recruitment banners, and text links to the publishers on the media buy. Bonus survey impressions must be booked for the test and control groups, which are to be negotiated between the advertiser and publisher/network. 5.0 How many impressions will a Mobile AdInsights study require? Unlike our online ad-effectiveness surveys, we do not use pop-up survey recruitment in the mobile environment. Instead, we rely on display banner impressions which require either the media plan to account for the additional impressions necessary or that the publisher provides them as a bonus. The absolute number of impressions needed is highly dependent on site traffic and the target audience. Typically, InsightExpress recommends that for every site to be measured, 50K-100K impressions be purchased/bonused for the control cell and 50k-100k impressions be purchased/bonused for the test cell. This number of impressions will generally net a sample size of between 300 and 400 completes in total ( per cell). The number of impressions necessary will increase if there are additional data cuts or cells requested by the client. 3

4 6.0 What aspects of my mobile media buy can I measure? Our ability to measure all mobile components varies by site, so discussion with the publisher/network is strongly encouraged at the onset of the project. We do have the capability to measure WAP display banners, text messaging campaigns, IVR or voice campaigns, video, applications etc. We will work with you and the publishers to find creative solutions to measure your media buy. 7.0 Can we look at targeted ads? It depends on the publisher. We are happy to facilitate this discussion. 8.0 I am running an SMS campaign. What if my users don t use the Mobile Internet? For SMS messaging, we can add the survey recruitment language to the bottom of an alert. In addition to directing respondents to a WAP enabled survey, we give respondents the option of calling into a customized IVR voice survey. Data from the two will be merged at the end of the campaign. 9.0 Do InsightExpress surveys work across all mobile platforms and devices? Yes, they do. Our surveys are designed to be as simple as possible to work with all devices from the bottom up. 4

5 10.0 What do the survey recruitment devices look like? Here are some examples: Win$200 (8 char max) Win $200 (12 char max) Click 2 Win $200 (18 char max) Get ur chance 2 Win$200 (24 char max) You ll notice that we utilize an incentive as part of our recruitment. The incentive helps keep the number of impressions down and encourages respondents to complete the entire survey. A non-incentivized approach is also available Who creates a Mobile AdInsights survey and what is the typical length? Mobile AdInsights surveys are designed by experienced digital research professionals at InsightExpress. We create each survey based upon the specific needs of each client. Because attention spans on mobile devices are very short it is important that our surveys are also kept very short (around three minutes). We highly recommend limiting the surveys to 10 questions, with no more than 5 answer choices in a given question to avoid the need for scrolling. Only open end, single select, and multi select questions are used in mobile surveys How many impressions do I need for the control cell? Where should the ads run? Typically, we like to book at least 100,000 impressions for a control group. The ads should run in the same areas of the site that the purchased media will run when it starts. 5

6 13.0 Does InsightExpress offer a normative database for mobile? We are currently in the process of building a normative database, and at this point can offer mobile averages. We can also compare results to our extensive online normative database in a given category As a publisher, can I have access to the research results? If you commissioned the research, you own and have direct access to survey results for unlimited mining and data analysis Who should I call if I want to learn more about Mobile AdInsights? For additional information please contact your Account Executive. 6