Wonk & Nielsen Mobile Media Research 2014 Turkey
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This document summarizes Nielsen's mobile brand effect (MBE) framework for measuring the effectiveness of mobile advertising campaigns. MBE helps clients measure how exposure to mobile display ads influences brand metrics like awareness, purchase intent, and preference. It works by surveying people about brands, then analyzing differences between responses from those exposed to ads versus an unexposed control group. The document presents MBE study results for Gillette, iGaranti, and Shell mobile ad campaigns, showing increases in awareness, recall, and purchase intent attributable to ad exposure.
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The document discusses the effectiveness of websites in relation to brand attitude, particularly focusing on automobile websites for potential purchasers aged 35-54. It identifies key factors contributing to website quality, emphasizing the importance of functionality and search facilities for user experience. The study proposes hypotheses related to user attitudes and conducts usability testing to determine the impact of website features on brand perception.Measuring mobile advertising effectiveness: discussing successful approaches ...
Measuring mobile advertising effectiveness: discussing successful approaches ...Merlien Institute
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This document discusses approaches and challenges to measuring mobile advertising effectiveness. It begins by reviewing current mobile ad effectiveness research approaches and findings. It then discusses challenges to tracking mobile ad campaigns and recruiting survey respondents. Finally, it shares best practices for delivering surveys on mobile web and applications, including using live intercept surveys and limiting surveys to 10-12 questions with short answers.Consumer Behavior
Consumer BehaviorSadhwi Srinivas
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The document compares advertising strategies that are information-oriented versus more graphic and ambiguous. A survey was conducted on ads for BSNL, Tata Docomo, Nokia, and Sony Ericsson. The survey found that information-oriented ads like BSNL were better able to convey information to consumers, while more ambiguous ads like Sony Ericsson still managed to persuade consumers despite not clearly communicating the product. While graphic ads engage consumers, an optimal advertising strategy uses a balance of direct and ambiguous elements.Consumer Behavior
Consumer Behaviorsahil090192
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The document compares advertising strategies that are information-oriented versus more graphic and ambiguous. A survey was conducted on ads for BSNL, Tata Docomo, Nokia, and Sony Ericsson. The survey found that information-oriented ads like BSNL were better able to convey information to consumers, while more ambiguous ads like Sony Ericsson still managed to connect with consumers and build brand loyalty despite consumers being unclear about the product. Overall, ads need an optimized balance of direct information and ambiguity to most effectively appeal to consumers.Methodspresentation
Methodspresentationgriffinharris
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An analysis of interactivity and its effects on advertising found that perceived interactivity leads to greater advertising effectiveness. More interactive ads, like videos and pop-ups, were more effective according to click-through and brand recall rates. However, the study had a small sample size and limited questions, so future research should discern perceptions of interactivity from dislike of ads.Calcular el R.O.I. de las campa単as de branded content
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The document discusses the effectiveness of branded content campaigns, highlighting the ContentMonitor tool that measures performance against brand metrics and campaign objectives. It presents case studies demonstrating how branded content can outperform traditional TV advertising, enhance brand perception, and drive consumer consideration. Key insights emphasize the importance of full integration in promotions and the need for original, interesting content to maximize impact.Panasonic Reflection
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This document proposes a brand positioning strategy for Panasonic in the European market. It involves a three phase approach:
1) Attract - Develop an interactive website and use digital displays to attract target audiences in a "hi-tech cool" way.
2) Engage - Use "magic mirrors", touchpoints, and events to directly engage customers, especially youth, at universities, clubs, and other locations.
3) Build and Involve - Open temporary experience shops to build relationships and advocate for the brand through 3D scanning, recommendations, and product trials.
The goal is to increase brand awareness, boost customer involvement, and appeal to a new generation through an unexpected hi-tech experience that evaluation-of-marketing-effectivness
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This document discusses evaluating the effectiveness of advertising in 3 key areas:
1) Avoiding costly mistakes by understanding how money is spent and measuring communications impact.
2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.Medialets Video & Rich Media Benchmark Report, 2015
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The report analyzes mobile rich-media and video advertising data between January 1 and May 31, 2015, highlighting that rich media ads perform better on handsets and within apps. It reveals key insights, such as higher click and interaction rates on tablet mobile web, and identifies automotive as the top performing vertical. Additionally, it notes that conversions increase significantly after engaging with rich media ads on handsets, with a majority happening within two weeks post-exposure.'Sponsored Session How Authenticity in Automotive Marketing Shapes Brand Outc...
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The document discusses how Carexpert's product relaunch utilized authenticity to enhance brand metrics and audience engagement within the auto industry. It highlights insights on brand familiarity, brand lift from content-driven campaigns, and effective measurement strategies to improve brand awareness and consumer preference. Additionally, it presents case studies demonstrating the significant impact of campaign metrics on driving consumer intent and engagement in the automotive sector.Introduction to Behavioural Marketing & Advertising
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Behavioural targeting is a form of online advertising that anonymously targets web users based on their observed online behavior. It works by applying rules to consumer data over time, such as serving ads to users who frequently visit travel sites. While it can increase ad relevance, it also faces challenges in differentiating between intent-based versus routine behaviors, requiring ongoing optimization and dedicated creative assets. Behavioral targeting can be delivered through networks, ad servers, publishers, or directly on users' computers.Online advertising case study unilever
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1) Unilever ran an integrated online and traditional advertising campaign for a new Dove hair conditioner product in the Netherlands to understand the impact of online marketing.
2) Research found that online advertising boosted key metrics like brand awareness and purchase intent more than print or TV alone, and that combining media channels had an even greater effect.
3) The study concluded that online advertising deserves a larger percentage of the marketing budget than it typically receives, and that Unilever plans to significantly increase its online spending based on the success of this campaign.Ad
Wonk & Nielsen Mobile Media Research 2014 Turkey
- 1. Nielsen Mobile Media Research 2014 iGaranti, Gillette, Shell Advertising Effectiveness Framework
- 2. NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK reach the right people impact their behaviour influence their opinion REACH RESONANCE REACTION MOBILE BRAND EFFECT (MBE)
- 3. WHAT IS MBE AND HOW CAN IT HELP CLIENTS MAXIMIZE ROI? MBE helps clients to measure and optimize campaigns in real time in order to maximize their Brand Lift. Brand Lift is the percentage increase in the primary marketing objective of an mobile display brand advertising campaign It is based on a comparison of the control group vs. the exposed group. Brand Lift is a much more indicative and telling KPI than the more traditional Click Through Rate (CTR). (exposed%-control%)/control%
- 4. METHODOLOGY Survey appears on the banner areas of mobile sites and consists of only one or two questions. Respondents have been selected on a random basis . For Gillette Fusion ProGlide MBE Study 4.064 interviews, for iGaranti MBE Study 2.000 interviews and for Shell MBE Study 851 interviews were conducted. MBE Methodology is based on tagging. Tagging the users by cookies shows if the users have been exposed to the ad campaign or unexposed to the ad campaign (control). Each question signifies different attributes like awareness, purchase intention, recall, attitude, preference and favorability for the brand/product/service.
- 7. RELATIONSHIP BETWEEN AD EXPOSURE AND Gillette FUSION PROGLIDE AWARENES 0% 5% 10% 15% 20% 25% Control: Unexposed Exposed Awareness S1) Have you heard about Gillette Fusion ProGlide before? N:4064
- 8. RELATIONSHIP BETWEEN AD EXPOSURE AND ASSOCIATION OF GILLETTE FUSION PROGLIDE WITH SENSITIVE SKIN TREATMENT S3) When shaving brands for sensitive skin are mentioned, which brands come to your mind? 0% 10% 20% 30% 40% 50% 60% Control: Unexposed Exposed Association with Sensitive Skin Treatment N:866
- 9. RELATIONSHIP BETWEEN AD EXPOSURE AND PURCHASE INTENT FOR GILLETTE FUSION PROGLIDE 0% 5% 10% 15% 20% 25% Control: Unexposed Exposed Purchase Intent S4) What is your likelihood to purchase Gillette Fusion ProGlide? N:2110
- 10. 10 DIAGNOSIS iGaranti App
- 11. RELATIONSHIP BETWEEN AD exposure AND I- GARANTI APP awareness 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Awareness S1) Do you know or have you heard about i-Garanti application before? N:1525
- 12. RELATIONSHIP BETWEEN AD exposure AND recall 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Recall S2) Do you remember watching and ad about i-Garanti application on your mobile phone or your tablet? N:1924
- 13. RELATIONSHIP BETWEEN AD exposure AND download INTENT FOR I-GARANTI APP 0% 5% 10% 15% Control: Unexposed Exposed Download Intent S3) Would you consider downloading i-Garanti application to your mobile phone or tablet? N:1987
- 15. RELATIONSHIP BETWEEN AD EXPOSURE AND AWARENESS FOR SHELL 0% 5% 10% 15% 20% 25% 30% Control: Unexposed Exposed Awareness S1) Have you heard about Shell V-Power Nitro+ before? N:851
- 16. RELATIONSHIP BETWEEN AD EXPOSURE AND reCall 0% 5% 10% 15% 20% 25% 30% 35% Control: Unexposed Exposed Recall S2) Do you remember seeing an ad about Shell V-Power Nitro+ on your mobile phone or your tablet? N:808
- 17. RELATIONSHIP BETWEEN AD EXPOSURE AND preference OF SHELL 0% 5% 10% 15% 20% 25% 30% Control: Unexposed Exposed Purchase Intent S3) Would you prefer Shell V-Power Nitro+ when purchasing fuel for your vehicle? N:487
- 18. 意艶艶一一端姻鉛艶姻...