Nielsen Mobile Media Research 2014

iGaranti, Gillette, ShellAdvertising Effectiveness Framework

NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK

reach the right people

impact their behaviour

influence their opinion

REACH RESONANCE REACTION

MOBILE BRAND EFFECT (MBE)

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%

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.

CAMPAIGN CREATIVES/BANNERS

6

Diagnosis - Gillette

RELATIONSHIP BETWEEN AD EXPOSURE AND Gillette FUSION PROGLIDE AWARENES

Control: Unexposed Exposed0%

5%

10%

15%

20%

25%

Awareness

S1) Have you heard about Gillette Fusion ProGlide before?

N:4064

Lift: 34%

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?

Control: Unexposed Exposed0%

10%

20%

30%

40%

50%

60%Association with Sensitive Skin Treatment

N:866

Lift: 28%

RELATIONSHIP BETWEEN AD EXPOSURE AND PURCHASE INTENT FOR GILLETTE FUSION PROGLIDE

Control: Unexposed Exposed0%

5%

10%

15%

20%

25%

Purchase Intent

S4) What is your likelihood to purchase Gillette Fusion ProGlide?

N:2110

Lift: 27%

10

DIAGNOSIS – iGaranti App

RELATIONSHIP BETWEEN AD exposure AND I-GARANTI APP awareness

Control: Unexposed Exposed0%

5%

10%

15%

20%

25%

30%

35%

Awareness

S1) Do you know or have you heard about i-Garanti application before?

N:1525

Lift: 8%

RELATIONSHIP BETWEEN AD exposure AND recall

Control: Unexposed Exposed0%

5%

10%

15%

20%

25%

30%

35%

Recall

S2) Do you remember watching and ad about i-Garanti application on your mobile phone or your tablet?

N:1924

Lift: 30%

RELATIONSHIP BETWEEN AD exposure AND download INTENT FOR I-GARANTI APP

Control: Unexposed Exposed0%

5%

10%

15%

Download Intent

S3) Would you consider downloading i-Garanti application to your mobile phone or tablet?

N:1987

Lift: 27%

14

DIAGNOSIS – SHELL

RELATIONSHIP BETWEEN AD EXPOSURE AND AWARENESS FOR SHELL

Control: Unexposed Exposed0%

5%

10%

15%

20%

25%

30%

Awareness

S1) Have you heard about Shell V-Power Nitro+ before?

N:851

Lift: 32%

RELATIONSHIP BETWEEN AD EXPOSURE AND reCall

Control: Unexposed Exposed0%

5%

10%

15%

20%

25%

30%

35%

Recall

S2) Do you remember seeing an ad about Shell V-Power Nitro+ on your mobile phone or your tablet?

N:808

Lift: 92%

RELATIONSHIP BETWEEN AD EXPOSURE AND preference OF SHELL

Control: Unexposed Exposed0%

5%

10%

15%

20%

25%

30%

Purchase Intent

S3) Would you prefer Shell V-Power Nitro+ when purchasing fuel for your vehicle?

N:487

Lift: 13%

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