We don’t normally post press releases but this one’s special as it’s the result of a very exciting mobile ad effectiveness project we had the pleasure to help out with..
Havas Media Group and Sky Media have joined forces to research the best ways of measuring mobile advertising effectiveness by trialling cutting edge methodologies.
The increased importance of mobile to consumers means that it is more important than ever for brands like ours to effectively interact through this medium in a way that fully utilises the unique benefits mobile can offer. The results of the study have provided us with additional insight into how we can further expand our approach to mobile.
Alex Bennett, Senior Manager, Digital Marketing, Nationwide
The research included two tests which analysed real world ad campaigns in a live environment and two lab tests. The study enabled testing of different mobile ad formats not widely served at present. The Sky Sports, Football Score Centre and Sky News mobile phone apps housed the advertising placements.
The research shows that mobile is an effective medium for building brands. It highlights that those who make the best use of the creative space by making ads more intriguing, fun and interactive will achieve greater standout, and generate the best results.
Nationwide and Domino’s took part in a control and exposed effectiveness test using a new methodology from On Device Research. This approach provides a solution to the challenge of being unable to cookie track on mobile, whilst still testing brand effectiveness in a live environment.
Birds Eye carried out a control and exposed effectiveness test in a lab environment rather than a live setting. This enabled native mobile ads, currently not widely served, to be tested, and also allowed for creative diagnostics testing of a number of different mobile formats.
Research into mobile effectiveness has never been more important than now. This study highlights that brands can utilise mobile advertising as part of their communications strategy to influence both ‘soft’ and ‘hard’ brand metrics, moving consumers along their brand journey.
Sorcha Garduce, Digital Insight Director, Havas Media
“Standard mobile advertising formats clearly work, but brands should consider more advanced, high impact and native formats to produce even greater engagement. This research is evidence that exciting new format opportunities in the right environment can deliver vastly enhanced brand metrics,” said David Fisher, Head of Futures at Sky Media.
* The 54% increase in awareness is based on a live test environment for Domino's and Nationwide ad placements. Birds Eye ad placements were tested in a lab environment.
Smartphone penetration in the UK is expected to reach around 75% of the adult population by the end of 2014. Tablet penetration is expected to hit 50%. Half of time spent online in the UK is estimated to be on mobile devices. The lion’s share will be via apps rather than browsers.
There is now a huge amount of impressive mobile consumption statistics across our industry demonstrating just how powerful these small devices have become for consumers and brands. Although there has been significant growth in mobile advertising expenditure, a lack of insight in some areas has acted as a barrier to some.
Being unable to cookie track on mobile devices has proved a challenge making measuring mobile effectiveness very difficult up to now.
The research took place between June and August 2014 and over 2,600 mobile app users took part in both the live and lab tests.