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%
Teşekkürler...
Top Related