Of note 5/4/2009 May 4, 2009
Posted by Mark Blei in : Uncategorized , add a commentAlec Andronikovs chief mobilizer for MoVoxx Inc. Mentioned a brand impact study we did for a movie trailer in which “The mobile campaign aided awareness of the film by 19.3 points, which represented a 45 percent increase in awareness of the film. Furthermore, mobile engagement rate measurements found that 39 percent of the audience used their mobile phone to “find theaters and movie times” while 29 percent “watched movie trailers.”"
It’s an interesting article take a look at it HERE. If you’re interested in finding out how Dynamic Logic can help you make your mobile campaigns work better please call us at 212-844-3700. Tell us you read it here.
Groups seek FTC probe of possible mobile marketing privacy abuse January 14, 2009
Posted by Mark Blei in : Uncategorized , add a commentRead The Story -HERE
Mobile Advertising in a Down Economy December 19, 2008
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — Advertising and marketing executives in companies of all types and sizes all over the world are reconfiguring their advertising spending in order to accommodate tighter budgets, smaller margins for error, and less room for experimentation.
All forms of advertising are likely to see a decrease in spending. But there is a bright spot in the midst of all the doom and gloom: mobile advertising.
Read The Rest—>Mobile Advertising in a Down Economy
Majority of Mobile Users Would View Ads to Get Bill Discount November 19, 2008
Posted by Mark Blei in : Uncategorized , add a commentNearly two-thirds (61%) of mobile users say they would be willing to view advertising on their mobile phone in return for a discount on their monthly bill, according to a survey commissioned by Transverse and conducted by iGR.
A 50% bill reduction is the most popular discount amount mobile customers desire. Specifically, 19% of mobile users who say they would view ads for a discount would settle for a bill reduction of up to 25%, while 36% would like a 50% discount and 7% would view ads for a 75% break. Another 14% say they will only view ads if their cell phone bill is completely free
Read The Rest—>Majority of Mobile Users Would View Ads to Get Bill Discount
AOL and T-Mobile partner on billion-impression campaign :: BtoB Magazine November 11, 2008
Posted by Mark Blei in : Uncategorized , add a commentNew York—AOL’s Platform-A and T-Mobile USA announced a two-day web ad campaign to promote the T-Mobile G1 phone. The campaign, called “T-Mobile Billion Block,” will deliver one billion impressions over the Platform A ad network on Nov. 10 and 11, designed to reach 90% of online users. The campaign is the largest yet for Platform-A, which formed last year through the merger of AOL’s advertising business, Advertising.com, TACODA and Quigo.
AOL and T-Mobile partner on billion-impression campaign :: BtoB Magazine
Wireless Application Protocol – defenitions and technology: WAP strategy pays off for Citroen November 5, 2008
Posted by Mark Blei in : Uncategorized , add a commentThe strategy created for the campaign that was built around the “Unmistakably German” proposition – a German car made in France. mobile was used in order to give the C5’s “on the go” target consumers a greater depth of information on the car and on the main ad campaign. A creative agency was approached for additional interactive content to engage consumers and to enable mobile to act as a virtual C5 showroom and content platform.
A WAP “showroom” was built, containing information on the C5, downloadable videos of the car, and extra content such as a quiz hosted by a character called The Baron. The site also featured a dealer locator and a Java application so prospective buyers could continue to read about the C5 offline.
Mobile users ‘happy to get ads for free content’ October 1, 2008
Posted by Mark Blei in : Uncategorized , add a commentNearly nine in ten (88%) of mobile phone users are happy to receive pre-roll mobile ads in return for free content, according to a new survey.
The study comes from 4th Screen Advertising’s new Adlndex® for Mobile advertising effectiveness research, conducted by Dynamic Logic.
The objective of the six week study, which ran from 31st March to 9th May, was to evaluate the effectiveness of pre-roll mobile ads on O2 Active, across a sample of 600 men and women aged 16 and older.
Brands included Citroen and LG ran 15 second pre-roll adverts using age and gender targeting.
Key Findings revealed:
- Overall response to pre-roll ads on mobile phones was very positive, particularly amongst a young male audience, considered to be ‘early adopters’
- The video content that accompanies the pre-roll ads is important in determining the effectiveness of the advertising, demonstrating that people who enjoyed the content are more likely to respond positively to the accompanying advertising.
- Respondents seem to be happy with the trade-off of watching a mobile pre-roll ad in exchange for free video content, especially males and the younger audience. Eighty-eight percent said they were happy to have video ads if it meant they could watch free video.
The research also shows that mobile pre-roll ads are “attention grabbing” and increased brand recognition:
- 59% said the mobile ads made them more interested in the advertised brand.
- 62% said it gave a good impression of the brands being advertised.
Mark Slade, MD, 4th Screen Advertising said, “It is essential for us as a business and an industry, to understand the power of mobile advertising to deliver brand awareness in the UK market place, hence the commissioning of Dynamic Logic to research the effectiveness across a broad customer demographic on O2 Active.”
This research suggests that participants are happy to view pre-rolls ads, providing the advertising is matched appropriately to the video content; that the recall of advertising was high and that 59% reported they were ‘more interested in the brand being advertised’, as a result of seeing the ad. “I believe that understanding what your customers want to view is a key to the success of every targeted mobile advertising campaign”
FIRST LOOK AT MOBILE PERFORMANCE September 9, 2008
Posted by Mark Blei in : Uncategorized , add a comment
Early Research Shows Mobile Advertising Campaigns Increase Brand Metrics
According to eMarketer, this year’s mobile advertising spend is estimated to be nearly 5 billion globally, to triple by the year 2011. Yet, only 13% of all mobile advertising is intended for branding compared to 87% for direct response. Are marketers missing out? Firstly by not investing in mobile advertising at all, and secondly, by using it primarily as a DR vehicle?
Dynamic Logic has completed over 30 AdIndex® for Mobile research studies in the US and the UK to measure the branding effects of mobile advertising campaigns across a number of industry sectors, including alcohol, automotive, consumer electronics, CPG, entertainment, financial services, retail, telecomm, and travel. The campaigns include display ads on mobile WAP sites and downloadable mobile applications.
Comparing people exposed to the mobile campaigns to those not exposed, the initial performance averages from 21 studies suggest that mobile advertising can be an effective medium for raising brand metrics throughout the purchase funnel. An average increase of +23.9 percentage points in Mobile Ad Awareness shows that these campaigns generally cut through and grab users’ attention. Average increases in Brand Favorability and Purchase Intent of +5.4 and +4.7 percentage points, respectively, support the ability of mobile advertising to change consumers’ attitudes towards a brand and to drive intent to purchase.
Source: Dynamic Logic’s AdIndex for Mobile; Early Averages as of July 2008, N=21 campaigns, n=25,050 respondents
Delta (Δ) represents percent of people impacted by advert exposure; calculated Delta (Δ) = Exposed-Control
* Please note small sample size
Part of the reason for these positive increases may be a result of the newness of the medium. People may be intrigued and pay more attention to the advertising on their mobile phone since it is presented on a smaller screen and is located in a less cluttered environment compared to the Internet. More research and campaign analysis is needed to help marketers understand what will continue to work best on mobile devices.
Dynamic Logic’s latest AdReaction Study shows that only 26% of people in the U.S. have used their mobile phone or wireless device to connect to the Internet. While reach may still be small, this will most certainly grow as providers offer more competitive packages for consumers to use their mobile phone to access the Web. Certain brands may be able to reach a more targeted audience of consumers via mobile branding campaigns on WAP sites. Reaching a smaller, but more engaged and relevant audience may provide a worthwhile return on investment. Mobile advertising is not going away, and now may be the best time to test out the waters before consumers force brands to jump in head first.
While these mobile averages are only based on a small number of campaigns and should be used for directional purposes, it is important to begin comparing mobile campaigns’ effectiveness to an industry average. As we conduct more studies, we will continue to build these initial averages into a normative database that can be used for a more granular look into the mobile data in the same way our MarketNorms® database is used for online performance benchmarking and planning.
To learn more about AdIndex for Mobile, please contact mobile@dynamiclogic.com.
*Note: These findings are based on 21 mobile ad campaigns across a variety of industries. The averages could significantly change as the number of campaigns increases, so any comparison made to them is directional.
| A B O U T D Y N A M I C L O G I C |
Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex® to test and analyze digital advertising campaigns including online, mobile, and gaming elements; CrossMedia Research™ to evaluate multimedia campaigns; MarketNorms®, a syndicated ad effectiveness planning and benchmarking database; and LinkSelect for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Providence, London, Paris, Frankfurt and Hong Kong. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP. www.dynamiclogic.com |
| C O N T A C T U S |
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German Carrier Simyo to Host Ad-Supported Mobile Content June 9, 2008
Posted by Mark Blei in : Uncategorized , add a comment
Greystripe helped promote
‘The Golden Compass’ on phones
Greystripe struck a deal to deliver ad-supported mobile content across Simyo’s platform.
Simyo is a German mobile service; Greystripe serves ad-supported mobile games and apps on partner platforms.
According to Greystripe, the partnership signals a “worldwide movement toward ad-supported mobile content.”
Last month Greystripe earned $8.9 million in Series B funding.
More Great Media News at MarketingVox.Com
Mobile Display Ads Have Branding Impact – Increase Awareness, Interest April 29, 2008
Posted by Mark Blei in : Uncategorized , add a comment 
Awareness of and interest in “The Golden Compass” among those exposed to full-screen mobile ads for the film increased significantly, according to the results of a mobile advertising campaign by Greystripe and New Line Cinema.
Greystripe commissioned Dynamic Logic to conduct research to measure the success of the ad campaign in raising awareness, interest and intent-to-see the movie. Survey respondents were separated into “control” and “exposed” groups based on who saw the mobile ads.
Mobile web users exposed to “The Golden Compass” ads on the Greystripe network exhibited the following, according to the study:
- Significant increases in awareness of and interest in film – a 19.3 percentage-point increase in awareness of the film’s title.
- Increased interest – exposure resulted in a 9.5 percentage-point increase in interest in seeing the film among respondents overall.
- Intent to see the movie in theaters increased by 14.5 percentage points among respondents age 18-24.
Additional findings:
- Respondents who identified themselves as “frequent” movie-goers use the mobile internet more often than those identified as “non-frequent” movie-goers (79% vs. 58%).
- Among all respondents, 35% use their mobile phones for “finding theater and movie times” and 29% “watch movie trailers.”
- Mobile ads were most effective among those described as “avid” movie-goers (those who have seen three or more movies in the theater in the past two months).
About the case study: The campaign ran on Greystripe’s mobile ad network, which delivers full-screen advertisements that are wrapped around mobile games and applications. The mobile web survey was fielded November 8 to December 6, 2007, among 786 mobile Web users age 18-55.
