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.

1. Measuring Mobile Advertising Effectiveness:
Approaches and Challenges
TODAY’S AGENDA:
• Review current mobile ad
effectiveness research
Jennifer Okula approaches and findings.
VP, Data Innovation
jennifer.okula@safecount.net • Discuss challenges to in-
@SafecountJenn market mobile ad campaign
tracking and survey
recruitment.
• Share best practices for
delivering surveys on the
mobile web and in mobile
applications.
1

2. Safecount is the industry’s most accessed platform for
digital ad exposure indication and live web survey
sampling – performed with 100% consumer transparency
Part of Kantar Group
Research company agnostic
Deep ad server, 3rd party rich media
and publisher integration
NYC | San Francisco | Chicago
London | Austin | Detroit
Puerto Rico | Hong Kong
2

3. Surveys on Mobile & Tablet Devices
• iPhone, Android, Blackberry, iPad, Samsung Galaxy, etc.
• Ad effectiveness research
• Audience profiling of new apps
• Site/app satisfaction and usage
3

4. Mobile Ad Effectiveness Research
eMarketer estimates spending on US mobile ads reached $743 million
in 2010. This year, mobile advertising spending in the US is expected
to grow to $1.1 billion.
Measuring Display Ads - Control vs. Test Methodology:
Do the
Survey attitudes
about the Brand
results
indicate a
difference?
Exposed
Yes
Brand Awareness
∆ +8 47%
n=300 Exposed to the 39%
campaign?
Control
No
Control Exposed
n=300
4

5. Mobile Ad Effectiveness Research
Benefits of Live Intercept Recruitment:
• Can measure low reach mobile campaigns
• Representative sample
• Accurate analysis of media components
Challenges:
• Tracking ad exposure
• Limitations with cookies on mobile devices
• Lack of ad tracking and ad serving standards
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6. Mobile Survey Best Practices – Live Intercept
~70% of US mobile users do not have Smartphones
• Limit to 10-12 questions
• No open ends
• Shortened questions and answer choices
• Use an incentive if possible
• Sweepstakes incentive brings >5X higher response rates
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7. The average mobile campaign has an impact on all 5
traditional brand metrics
Percent Impacted
Delta (Δ)
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q1/2011
Overall Mobile N=151 campaigns, n= 120,605 respondents
Delta (Δ)=Exposed-Control
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8. Mobile Outpaces Online Ads
Average Brand Metric Deltas for Mobile and Online Campaigns:
AIDED BRAND AD MESSAGE BRAND PURCHASE
AWARENESS AWARENESS ASSOCIATION FAVORABILITY INTENT
MOBILE
+6.0 +20.5 +12.6 +4.0 +4.9
ONLINE
+2.1 +4.2 +2.2 +1.4 +1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents;
AdIndex for Mobile Norms through Q1/2011, N=151 campaigns, n= 120,605 respondents
Delta (Δ)=Exposed-Control
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9. Mobile Also Outperforms Online & Video In Its Early
Days
Percent Impacted
Delta (Δ)
Source: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns;
AdIndex for Mobile Norms through Q1/2011, N=151 campaigns, n=120,605 respondents
Delta (Δ)=Exposed-Control
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10. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org
Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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