Proof Mobile Advertising Works

Transcription

1 Proof Mobile Advertising Works

2 Foreword You only have to look around to see that mobile phones are always with us, always on, and always active. Mobile devices have! now become such an integral part of our lives that there is more opportunity to reach a consumer one-to-one than ever before. It comes as no surprise therefore, that over the last two years we have seen a huge growth in advertisers appetite for mobile advertising. With the increase of advertisers choosing mobile, there is a vital need to prove its effectiveness. Over the past few years, Byyd has been pioneering research to give advertisers confidence that this channel is working for them. In 2014, Byyd conducted the UK s first mobile brand effectiveness case study for Sony. Following its impressive results, we used the same methodology across 15 more recent mobile campaigns and we are delighted to present our findings. I would personally like to thank all the advertisers that took part in this study and give a special thank you to On Device Research and Blue 449 for the case study. We hope that you find the results in this booklet thought provoking and invaluable evidence that mobile advertising works. Please get in touch with any questions you may have on the research and how it is relevant to your brand. Jay Fowdar Chief Product Officer Byyd

3 Introduction Study Objectives Byyd wanted conclusive evidence that mobile advertising works in building: Brand Awareness Advertising Recall Brand Favourability Purchase Intent Mindful that measuring mobile is tough, as cookies are not reliable and 89%* of advertising is now in-app, the study was conducted using a cookie-less solution in conjunction with On Device Research. *Nielsen 2014 : An Era of Growth

4 Methodology Using the industry leading solution provided by On Device Research, a high quality panel of nationally representative mobile users were selected to provide their device IDs & profiles. These panellists were then targeted using Byyd s programmatic media buying platform, Madison, to recruit and poll control and exposed groups to measure brand effectiveness and consideration. It is important to ensure that the profile of both groups are balanced to allow for comparisons of results. If not it cannot be certain whether the difference in each group is down to the work of the campaign or sampling skews. With this is mind, groups are balanced to match (to a level where differences are not significant) on at least the following measures: Gender - balance the groups 50/50 on gender Age - balance the groups 50/50 on under 35 versus over 35 Attitudes to mobile advertising - balance the groups 50/50 on those who feel that mobile advertising is an invitation versus those that think it is an invasion.

5 Control Total Sample Exposed Demographic Demographic?? Key brand Questions Key brand Questions Mobile Effectiveness Studies

6 Study Background 4,800 Brand impact surveys 16 Different campaigns 5 Different verticals During the period between July 2014 and October 2015, Byyd delivered 4,800 brand impact surveys across 16 different mobile advertising campaigns for 14 different advertisers including: The five campaign verticals were: Food and drink Technology FMCG Automotive Telecom and broadband services

7 The Results

8 Mobile advertising can... Boost brand awareness +29% Uplift (+14 Delta points) Uplift brand consideration +17% Uplift (+5 Delta points) Control Exposed Control Exposed Mobile advertising can deliver significant uplift at the top of the funnel, the all important measure for driving ad stock and brand equity. Those exposed to the mobile campaign were 29% (+14 delta points) more likely to spontaneously mention the advertised brand when asked about that client s product category versus those that did not see the campaign. Mobile advertising can deliver significant uplift in brand consideration, a crucial stage in the funnel, as this is when consumers are deciding whether or not they will buy your product. Those exposed to the campaign were 17% (+5 delta points) more likely to recall the advertised brand versus those that did not see the campaign. All results were significant at 95% confidence levels

9 Bolster advertising recall +10% Uplift (+3 Delta points) Increase purchase intent +20% Uplift (+8 Delta points) Control Exposed Control Exposed Mobile advertising can bolster advertising recall, a key measure for building emotional engagement and key brand message. Those exposed to the campaign were 10% (+3 delta points) more likely to recall the advertised brand when asked. Our findings show that those exposed to mobile advertising were 20% (+8 delta points) more likely to purchase the product versus those that did not see the campaign. Delta Points represent the absolute percentage difference. In order to get a true reading of advertising performance, the delta score is a much better measure to use than % lift. This is because the delta score can be used for significance testing. It also reduces confusion amongst clients, since when using lift, they can see one measure increase 100% and not be significant, while another increases 15% yet that change is significant.

10 Other Key Insights Findings show that 50% of consumers either: Clicked on the ad Shared the ad Bought the product Talked about the ad Searched the brand online Re-watched the ad Recommended it to others

11 Case Study

12 KFC Burrito Byyd developed and built a bespoke mobile branding campaign utilising rich media and programmatic buying to drive users to their nearest KFC store and purchase the new Burrito. Core audience: year olds Targeting criteria: Consumers interested in fast food, located around KFC and other Quick Service Restaurants outlets at lunch time Format: Impactful HTML5 banners and interstitials Campaign dates: March to June 2015

13 Campaign key insights Awareness: Spontaneous product awareness was raised from 14% among non-exposed audiences, to 36% among exposed. Consideration: 92% of exposed audiences who had a positive emotion were likely to consider KFC, compared to 75% of non-exposed. Strong feelings towards the brand that invoked hunger needs and product desire were recorded, with consumers noting that the creative was attractive and made the product seem like it was delicious and tasty. Conversion: Among exposed audiences who had a positive emotion, very/somewhat likely to buy increased to 71%, compared to 52% of non-exposed. Competitiveness: The campaign has helped build a lead over their closest competitor, with 83% considering KFC, opposed to 75%. We were delighted with the research provided by Byyd and our agency Blue 449 to spearhead our mobile brand spend in the UK.! In a cluttered and fragmented world of advertising media, the mobile device is considered the most personal form of one-to-one marketing for KFC; it s great to categorically prove that mobile advertising has influenced our target audience throughout the awareness, consideration and purchase stages. Jenny Packwood, Head of Digital, PR and Brand Communications, KFC

14 Industry Opinion Mobile devices are more important to today s consumer than ever before. Recent research from the IAB shows that out of! the two hours fifty-one minutes people spend online each day, one hour nine minutes is spent on their mobile. This is a huge opportunity for advertisers, and the ad spend is starting to follow. For the first time mobile display ad spend in H exceeded the 500m mark for a half year in the UK. This research from Byyd goes one step further to show the effectiveness of this spend across a number of metrics. By proving the positive impact mobile has, particularly for brand awareness, this research gives brands conclusive proof of the effectiveness of mobile advertising. No doubt this study, combined with continued work across the industry, will help display mobile advertising grow to a 1bn industry in the UK by the end of Alex Kozloff Marketing & Communications Director IAB UK

15 Final Thoughts This research is important as it will help grow advertiser confidence that the fastest growing channel to consumers, mobile, is an effective way to market messages to consumers. Consumers are now being faced with so many different channels of advertising, from TV, radio, online, print etc., that it is becoming increasingly difficult for them to identify which channel marketing is coming to them from. However, the methodology in this research makes sure we know what can be attributed to mobile as we can be certain who has been exposed to advertising and who hasn t. Other topics that aren t covered specifically in this research but are worth mentioning concern the creative and targeting. Both of these can contribute significantly to the brand effectiveness of a campaign: A well designed rich media creative with tailored calls to action, like the store locator feature in the KFC ad, gives a better consumer experience and contributes to ads being useful to consumers. Advertisers should consider creative on mobile devices uniquely versus other channels. Targeting users who are relevant to your brand reduces wastage and ensures brands are conversing with relevant audiences. A badly targeted ad is a wasted message. The world of mobile advertising is a difficult landscape to navigate, and companies like Byyd are here to help advertisers on that journey. With recognised industry challenges around attribution, we know we are not in a perfect world right now, but can brands afford to miss out on the opportunity to reach consumers where their attention is? Please get in touch with Byyd and let us be your guide: uk@byyd-tech.com

16 MOBILE ADVERTISING DOES IT WORK? BRAND AWARENESS +29% 29% of consumers who were exposed to a mobile ad were more likely to spontaneously mention the advertised brand AD RECALL +10% Those exposed to mobile ads were 10% more likely to recall the advertised brand BRAND CONSIDERATION +17% Viewers of mobile ads were 17% more likely to consider buying from the advertised brand PURCHASE INTENT +20% Mobile ads increas the likelihood of consumer purchase by 20% YES, ABSOLUTELY Unlock its potential today... Follow Contact us: uk@byyd-tech.com Visit us: Call us: