Before this groundbreaking measurement study, no meaningful research on the effectiveness of mobile advertising existed.
That’s an alarming fact for one of the fastest growing ad platforms. Sky Media and Havas Media thought so too, and tasked us to find some answers.
Together we overcame industry-wide technical challenges that had previously hindered measurement. We created a brand-new methodological approach to measure the impact of advertising on mobile platforms: employing ‘ad re-targeting’ as respondents used apps on mobile naturally, in real-time.
This was supported by a follow-up survey across partner advertisers including Nationwide, Domino’s and Birds Eye. With 2,600 respondents, our results weren’t only groundbreaking, but also robust.
The results were stunning. We proved that mobile advertising directly boosts brand awareness, perception, consideration and consumer engagement.
We launched the results of our research with ‘The Mobilizer’, an action-packed, superhero-themed animated video, using creative content to bring to life and communicate our important research findings.