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AdIndex ® for Mobile: Overview

∆ +8. 47%. Which hotel uses the message "STAY WITH US“ Hilton Hampton Inn Holiday Inn Marriott. 39%. Control. Exposed . AdIndex ® for Mobile: Overview. MOBILE. How Do We Measure Mobile?

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AdIndex ® for Mobile: Overview

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  1. ∆ +8 47% • Which hotel uses the message "STAY WITH US“ • Hilton • Hampton Inn • Holiday Inn • Marriott 39% Control Exposed AdIndex® for Mobile: Overview MOBILE How Do We Measure Mobile? - 600 natural viewers (respondents)- Recruited directly via WAP intercept from footprint of media plan- Short 10-question survey What Insights? - What was the branding impact? (awareness & persuasion metrics)- Mobile phone and mobile Web usage- How frequently do certain target groups visit a WAP site? Do the results indicate a difference? Brand Awareness Exposed* Yes Did they see the campaign? No Control*

  2. Case Study: Hampton InnRead full case study at www.dynamiclogic.com Landing Page Creative Example • Includes Hampton Inn Logo • Brand Message below

  3. Control Exposed Campaign was highly effective at raising awareness • Viewers noticed the ads, with a 26 percentage point increase in Mobile Ad Awareness • Association with the brand message was 7% before campaign exposure and 22% after exposure Overall Respondents: Awareness Metrics (n=2,237) (n=182) *Statistically significant difference between control and exposed group at a 90% confidence level * Statistically significant difference between control and exposed group at a 90% confidence level

  4. Control Exposed Hampton Inn’s mobile advertising was also persuasive • Favorability rose 13 percentage points • After exposure to the mobile campaign consideration to stay at Hampton Inn was at 42%; baseline was 30% Overall Respondents: Persuasion Metrics (n=2,237) (n=182) Source: Dynamic Logic October 2007 *Statistically significant difference between control and exposed group at a 90% confidence level * Statistically significant difference between control and exposed group at a 90% confidence level

  5. Advertising had the strongest impact among the most frequent Weather.com visitors • Frequency of exposure and travel frequency may also be a factor Weather.com Visitation (Total Audience): Brand Metrics Source: Dynamic Logic October 2007 *Statistically significant difference between control and exposed group at a 90% confidence level ^Sample size is low *Statistically significant difference between control and exposed group at a 90% confidence level

  6. WAP campaign clearly outperformed the average Hotel campaign running on the Internet • While it is clear that this is a technology that users are heavily interacting with, such differences between the Internet and mobile may flatten over time as the medium becomes more commonplace Hampton WAP vs. Hotel MarketNorms (Internet) Hampton Inn WAP Campaign Internet Hotel Campaigns (MarketNorms) (n=32 campaigns) Deltas *SOURCE: Dynamic Logic MarketNorms; Online Hotel campaigns (past 3 years); N=32 campaigns Source: Dynamic Logic October 2007

  7. Case Study: Major Film Release Overall Respondents: Awareness Metrics Campaign Objectives: Raise awareness and intent to go see the movie in theatres Research Results: • Higher Awareness: Significant increases in awareness of and interest in film — users exposed to the ads exhibited a +19.3 percentage-point increase in awareness of the film’s title. • Increased Interest: Ad exposure resulted in a +9.5 percentage-point increase in interest in seeing the film among overall respondents. Overall Respondents: Persuasion Metrics Source: Dynamic Logic January 2008; n=768 respondents *Statistically significant difference between control and exposed group at a 90% confidence level

  8. Compared to theatrical release campaigns on the Internet, Movie X advertising scored higher in raising both awareness and persuasion metrics Average Deltas *SOURCE: Dynamic Logic MarketNorms; Online Theatrical Release campaigns (past 3 years); N=10 campaigns *SOURCE: Dynamic Logic MarketNorms; Online Theatrical Release campaigns (past 3 years); N=10 campaigns

  9. A Valuable Audience for Movie Marketers Movie-Going Frequency Exposed Respondents (n=312) 67% of the sample has seen a movie in the theater in the past two months Mobile Entertainment Activities Exposed Respondents (n=312) • Nearly all respondents use their mobile phones for at least one of the tested activities monthly: • 35% used their mobile phones for “finding theater and movie times” • 29% “watched movie trailers” Source: Dynamic Logic January 2008; n=768 respondents

  10. Starbucks: Branded Applications

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