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WirelessDevNet.com Press Release
Screen Advertising Releases Results of Mobile Advertising Effectiveness
4th Screen Advertising today announces the results of new Adlndex® for Mobile advertising effectiveness research conducted by Dynamic Logic. The objective of the six week study, which ran from 31st March to 9th May, was to evaluate the effectiveness of pre-roll mobile ads on O2 Active, across a sample of 600 men and women aged 16 and older. Brands included Citroen and LG ran 15 second pre-roll adverts using age and gender targeting.
Key Findings revealed:
• Overall response to pre-roll ads on mobile phones was very positive, particularly amongst a young male audience, considered to be ‘early adopters’
• The video content that accompanies the pre-roll ads is important in determining the effectiveness of the advertising, demonstrating that people who enjoyed the content are more likely to respond positively to the accompanying advertising.
• Respondents seem to be happy with the trade-off of watching a mobile pre-roll ad in exchange for free video content, especially males and the younger audience. Eighty-eight percent said they were happy to have video ads if it meant they could watch free video.
The research also shows that mobile pre-roll ads are “attention grabbing” and increased brand recognition:
• 59% said the mobile ads made them more interested in the advertised brand.
• 62% said it gave a good impression of the brands being advertised.
Mark Slade, MD, 4th Screen Advertising said, “It is essential for us as a business and an industry, to understand the power of mobile advertising to deliver brand awareness in the UK market place, hence the commissioning of Dynamic Logic to research the effectiveness across a broad customer demographic on O2 Active.”
This research suggests that participants are happy to view pre-rolls ads, providing the advertising is matched appropriately to the video content; that the recall of advertising was high and that 59% reported they were ‘more interested in the brand being advertised’, as a result of seeing the ad. “I believe that understanding what your customers want to view is a key to the success of every targeted mobile advertising campaign”
About 4th Screen Advertising
4th Screen Advertising launched in February 2006 and is the UK’s leading mobile advertising agency. The company helps mobile operators and WAP publishers including ITV Mobile and Ministry of Sound to monetize traffic to their portals through mobile advertising.
4th Screen Advertising provide a single point of contact for media agencies, and brands, wishing to buy advertising inventory across a range of mobile internet sites and formats. Their in-house creative, technological and dedicated account management teams provide advice and solutions to help publishers and brands optimise opportunities in mobile advertising.
For more information please visit www.4th-Screen.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® to test and analyze online advertising, CrossMedia ResearchTM to evaluate multimedia campaigns, MarketNorms®, a syndicated ad effectiveness planning and benchmarking database, and LinkTM Select for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, Los Angeles, Providence, San Francisco, London, and Tokyo. Clients include leading marketers, advertising agencies and media companies. 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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