Mobile market research news

Mobile market research news

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On Device Research has today released findings from the latest wave of its Path to Purchase tracker which show that after convenience, ad fatigue plays a big role in driving paid On-Demand TV usage in the UK.

Over two in five respondents say that seeing fewer ads than they do watching linear TV motivates paid On-Demand TV viewing, with significant implications for brand advertisers and On-Demand TV providers alike.

On Device Research has today announced that Blis – the global leader in advanced mobile location data technology – has won the award for the most effective mobile campaign of Q2 2017 for its work on B&Q’s Fathers’ Day ad campaign.

On Device Research has revealed that mobile is a truly effective brand building platform for FMCG advertisers with the sector outperforming the mobile industry average across three out of five brand metrics tested. Video mobile ads have proven to be the most effective at driving FMCG brand awareness while rich banners are the most effective at boosting purchase intent.

On Device Research has today released a series of ad measurement benchmarks that shine a light on the significant brand impact that mobile video advertising has on a range of advertiser sectors. Automotive video ads are found to be the most memorable, with an average uplift in ad recall of +9% points, while entertainment and leisure video ads are best at driving purchase (+5%).

On Device Research has today announced that a well-known consumer electronics brand has won the award for the most effective mobile ad campaign of Q1 2017.

The award is assessed by analysing the quarterly rankings of mobile ads tested by ODR in terms of which have been most successful at shifting five key brand metrics. The ad was an innovative interactive video unit which allowed users to choose between two products that they wanted to discover more about and drove impact throughout the branding funnel: from awareness through to purchase intent.

Brand metrics often unfairly get referred to as “soft” metrics, as if the only measures that can tell you something hard and concrete about the effectiveness of media spend are ones to which you can attribute an observable action or a cost. There’s nothing soft about a soft metric however. Time and again the significant and vital impact that long term brand spend has on tangible business outcomes has been proven across virtually all media. Most notably Field and Binet’s “Long and Short of It” paper for the IPA advocates as much as a 60:40 budget split between long term brand and short term response spend, such are the power of “soft” measures.

When it comes to product research in Saudi Arabia, HyperPanda customers are the most likely to go mobile first: One third look to their smartphones when deciding which products and services to buy.

Mobile Creative Best Practice 2017

Wednesday March 22, 2017 @ 10:19

Mobile creatives best practices 2017

As mobile grows increasingly impactful for consumers and advertisers, marketers need to understand what drives mobile ad effectiveness in the micro-moments of user engagement. Based on in-depth research, Ian Gibbs of On Device Research gives four key considerations for marketers when addressing the role of mobile and mobile creative in the path to purchase.

On Device Research has today announced Collective UK and its client BP as winners of the inaugural Mobile Brand Effectiveness Award: a quarterly ranking of mobile ads tested by ODR that have been most successful at shifting five key brand metrics.

BP and the programmatic brand experts Collective topped the rankings in the final three months of 2016 with a playful smartphone video ad which highlighted the efficiency of its newly launched Ultimate anti-dirt fuel.

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