Greystripe Mobile Display Ads for 'The Golden Compass' Film Demonstrate Branding Impact of Mobile Advertising: Full-screen ads and free content i
SAN FRANCISCO (Business Wire EON) April 28, 2008 -- Methodology:
Greystripe commissioned Dynamic Logic, a leading marketing research company, to conduct research to measure the success of "The Golden Compass" ad campaign in raising awareness, interest and intent-to-see the movie". The campaign ran on Greystripe's mobile ad network. The mobile Web survey was fielded November 8th to December 6th, 2007, among 786 mobile Web users ages 18-55.
Survey respondents were separated into "control" and "exposed" groups based on who saw the mobile ads. The results showed statistically significant increases in awareness and interest in "The Golden Compass" among the exposed group. The users exposed to "The Golden Compass" ads on the Greystripe network exhibited the following:
-- Significant increases in awareness of and interest in film -- a +19.3 percentage-point increase in awareness of the film's title
-- Increased interest -- exposure resulted in a +9.5 percentage-point increase in interest in seeing the film among overall respondents
-- Intent to see the movie in theaters increased by +14.5 percentage points among respondents ages 18-24
Additional Findings:
-- Respondents who identified themselves as "Frequent" movie-goers use the mobile Internet more often than those identified as "non-frequent" movie-goers (79% for frequent movie-goers vs. 58% for non movie-goers).
-- Among the overall sample, 35% use their mobile phones for "finding theater and movie times" and 29% "watch movie trailers."
-- Mobile ads resonated best among respondents, ages 18-24.
-- Mobile ads were most effective among those described as "avid" movie-goers (those who have seen three or more movies in the theater in the past two months).
Conclusions:
The campaign delivered to Greystripe's audience was able to move top awareness and bottom interest metrics significantly. In order to provide some context around the brand performance of "The Golden Compass" mobile campaign, the results were higher than those typically seen for cinema release campaigns on the Internet. Not only did the majority (76%) of the aggregate audience use their mobile phones to access the Internet, but mobile Internet usage was highest among the most frequent movie goers.
"These results demonstrate that Greystripe's mobile-savvy audience is highly engaged by full screen ads delivered through media on their mobile phones. The mobile phone is an incredibly personal and social digital platform enabling brands to interact deeply with their audience," concludes Greystripe's Director of Advertising Sales, Jenny Burrington.
Unlike other forms of mobile advertising, Greystripe delivers full-screen advertisements that are wrapped around mobile games and applications. The ads are served before and after usage and are made free via Greystripe's online/mobile portal, GameJump.com, and through its AdWRAP Catalog program.
ABOUT GREYSTRIPE
Greystripe is the world's first ad-supported mobile games and applications distributor. Greystripe's AdWRAP technology enables: publishers to gain advertising revenue by serving ads through their games; advertisers to communicate their brand message to a unique mobile audience; and consumers to download great games for free. The AdWRAP system is protected by a broad array of patents pending and currently serves ads into more than 800 game titles from 100 publishers supporting over 1,000 handset models. Greystripe reaches millions of mobile game players through its online portal GameJump.com, through the mobile web (http://gjmp.tw), and through its 45 AdWRAP Catalog Platform partners. Greystripe was named a Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006. Visit Greystripe at http://www.greystripe.com.
ABOUT DYNAMIC LOGIC
Dynamic Logic (www.dynamiclogic.com) is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic's research includes: AdIndex(R) to test and analyze online advertising, CrossMedia Research(TM) to evaluate multimedia campaigns, MarketNorms(R), a syndicated ad effectiveness planning and benchmarking database, and Link(TM) for Digital, an online copy-testing solution developed jointly with Millward Brown. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
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