Measuring Mobile Advertising. Joy Liuzzo Senior Director, Marketing & Mobile Research InsightExpress

Transcription

1 Measuring Mobile Advertising Joy Liuzzo Senior Director, Marketing & Mobile Research InsightExpress

2 Metrics, Metrics, Metrics

3 Pick a Metric, Any Metric Clickthrough Time Spent on Site Average Pages Post Click Actions Etc 3

4 How Do You Measure This? 4

5 The Right Metric for the Right Objective Awareness Building Education (white text to take up the same space) Driving Purchase or offline purchase behaviors Impressions served Landing page visits (not the same as clickthrough) Coupon redemption or offline purchase behaviors 5

6 For Every Behavior, There is an Attitude Top of Mind Yeah, I know that one That brand is known for I like this brand I think I m going to buy this brand 6

7 Behavioral & Attitudinal Completes the Picture 7

8 One Example: Advertising Effectiveness

9 How Do You Measure Mobile Campaigns? Same Way You Measure Online. Control/Unexposed Segment Mobile Audience Mobile Survey Attitudinal Impact Test/Exposed Segment 9

10 How Are Mobile Campaigns Performing?

11 How Do We Know Mobile Advertising Works? Mobile AdInsights sm 100+ studies over the past 3 years Display, SMS, Video, IVR, Apps AdInsights (online) studies over the past 8 years Display, Video 11

12 20% Mobile Norms Campaign Effectiveness Brand Metric Deltas Mobile vs. Online November 2007-December % Online Norms 15% 14% 12% 10% 9% 9% 10% 6% 5% 2% 3% 3% 2% 2% 0% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Delta: Exposed - Control 12

13 30% 25% 20% Mobile Internet Norms SMS Norms Mobile Video Averages Mobile Campaign Effectiveness Brand Metric Deltas Media Types November 2007-December % 18% 15% 10% 5% 9% 9% 5% 6% 10% 9% 14% 12% 12% 11% 10% 7% 13% 11% 10% 9% 0% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Delta: Exposed - Control 13

14 CPG Entertainment Travel Technology Automotive Retail Campaign Effectiveness Brand Metrics Vertical Mobile Index Against Online November 2007-December Unaided Awareness Aided Awareness Mobile Ad Awareness Brand Favorability Purchase Intent Index: Mobile Delta/Online Delta 14

15 15

16 Smartphone Users Have Positive Engagement With Mobile Activities InsightExpress Consumer Research June 2009 N=1472 Positive defined as selecting either I really concentrate on this; spending quality time on it or I'm excited by this; it is something that makes me happy 16

17 With So Many Choices, What Do We Focus On?

18 Consumer Reaction to Mobile Ad Units in Context Legend: - Smaller bubbles are better (less annoying) - The higher up the better (more people likely to click) - The further to the right the better (more people noticed it) InsightExpress Digital Consumer Portrait March 2010, all mobile users 18

19 What Can You Do To Improve Mobile?

20 What is Important in Deciding if You ll Go Back to a Mobile Internet Page? Most Important (in order of importance) 1. Speed of Loading 2. Easy to Navigate 3. Quality of Content/Relevancy of Content Not Important (in decreasing order of importance) 9. Absence of advertising 10. Ability to personalize 11. Number of links, videos, images InsightExpress Digital Consumer Portrait June

21 Mobile Best Practices: Creative Development Copy needs to follow the guideline of the shorter the better Number of words ranged from 5-16 depending on the size of the units Not measured, just pulled from the sites as examples Based on best performing Mobile AdInsights campaigns 21

22 Mobile Best Practices: Creative Development Connect with the consumer Either entice them with a need, make things relevant on a personal level and/or use the words Get and You Not measured, just pulled from the sites as examples Based on best performing Mobile AdInsights campaigns 22

23 Mobile Best Practices: Creative Development Logo size and placement is important Logo or product name should take up at least a third of the total ad unit and be placed on the left side Not measured, just pulled from the sites as examples Based on best performing Mobile AdInsights campaigns 23

24 Mobile Best Practices: Creative Development Everybody loves a picture Incorporate some imagery rather than featuring only plain copy Not measured, just pulled from the sites as examples Based on best performing Mobile AdInsights campaigns 24

25 Mobile Best Practices: Creative Development Cool hues rule The background color of the best performing campaigns leaned more heavily towards the cool end of the color spectrum Not measured, just pulled from the sites as examples Based on best performing Mobile AdInsights campaigns 25

26 InsightExpress is leading the future of marketing research. Think Mobile! Joy Liuzzo Senior Director, Marketing & Mobile Research (203)