nielsen media research (igaranti, gillette, shell)
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Nielsen Media Research (iGaranti, Gillette, Shell)TRANSCRIPT
NİELSEN MEDİA RESEARCH
I-GARANTI, GILLETTE AND SHELL STUDY
2014
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NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK
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NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK
reach the right people
impact their behaviour
influence their opinion
REACH RESONANCE REACTION
MOBILE BRAND EFFECT (MBE)
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WHAT IS MBE AND HOW CAN IT HELP CLIENTS MAXIMIZE ROI?
• Brand Lift is the percentage increase in the primary marketing objective of an mobile display brand advertising campaign
• It is based on a comparison of the control group vs. the exposed group.
• Brand Lift is a much more indicative and telling KPI than the more traditional Click Through Rate (CTR).
• MBE helps clients to measure and optimize campaigns in real time in order to maximize their Brand Lift.
(exposed%-control%)/control%
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METHODOLOGY• Survey appears on the banner areas of mobile sites and consists of only one or
two questions.
• Respondents have been selected on a random basis .
• For Gillette Fusion ProGlide MBE Study 4.064 interviews, for iGaranti MBE Study 2.000 interviews and for Shell MBE Study 851 interviews were conducted.
• MBE Methodology is based on tagging. Tagging the users by cookies shows if the users have been exposed to the ad campaign or unexposed to the ad campaign (control).
• Each question signifies different attributes like awareness, purchase intention, recall, attitude, preference and favorability for the brand/product/service.
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ACKNOWLEDGEMENTWe would like to thank our partners/contributors in this research for their invaluable support. Our gratitude goes to Mobilike for establishing the mechanism that allowed us to carry out this research.
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CAMPAIGN CREATIVES/BANNERS
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CAMPAIGN BANNERS
Media Network
Impression
Banner Types
Wonk 500.000 Interstitial
Mobia 500.000 Interstitial/Prestitial
Movez 500.000 Interstitial/Prestitial
Media Network
Impression
Banner Types
Wonk 500.000 Interstitial
Mobia 500.000 Interstitial/Prestitial
Movez 500.000 Interstitial/Prestitial
iGarantiGillette Fusion ProGlide Shell V-Power Nitro +
Media Network
Impression
Banner Types
Wonk 500.000 Interstitial
Mobia 500.000Interstitial/Prestitial
Movez 500.000Interstitial/Prestitial
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DIAGNOSIS – GILLETTE
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RELATIONSHIP BETWEEN AD EXPOSURE AND GILLETTE FUSION PROGLIDE AWARENESS
Control: Unexposed Exposed0%
5%
10%
15%
20%
25%
Awareness
N:4064
Lift: 34%
S1) Have you heard about Gillette Fusion ProGlide before?
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RELATIONSHIP BETWEEN AD EXPOSURE AND ASSOCIATION OF GILLETTE FUSION PROGLIDE WITH SENSITIVE SKIN TREATMENT
Control: Unexposed Exposed0%
10%
20%
30%
40%
50%
60%Association with Sensitive Skin Treatment
N:866
Lift: 28%
S3) When shaving brands for sensitive skin are mentioned, which brands come to your mind?
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RELATIONSHIP BETWEEN AD EXPOSURE AND PURCHASE INTENT FOR GILLETTE FUSION PROGLIDE
Control: Unexposed Exposed0%
5%
10%
15%
20%
25%
Purchase Intent
N:2110
Lift: 27%
S4) What is your likelihood to purchase Gillette Fusion ProGlide?
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DIAGNOSIS – iGaranti App
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RELATIONSHIP BETWEEN AD EXPOSURE AND I-GARANTI APP AWARENESS
Control: Unexposed Exposed0%
5%
10%
15%
20%
25%
30%
35%
Awareness
N:1525
Lift: 8%
S1) Do you know or have you heard about i-Garanti application before?
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RELATIONSHIP BETWEEN AD EXPOSURE AND RECALL
Control: Unexposed Exposed0%
5%
10%
15%
20%
25%
30%
35%
Recall
N:1924
Lift: 30%
S2) Do you remember watching and ad about i-Garanti application on your mobile phone or your tablet?
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RELATIONSHIP BETWEEN AD EXPOSURE AND DOWNLOAD INTENT FOR I-GARANTI APP
Control: Unexposed Exposed0%
5%
10%
15%
Download Intent
N:1987
Lift: 27%
S3) Would you consider downloading i-Garanti application to your mobile phone or tablet?
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DIAGNOSIS – SHELL
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RELATIONSHIP BETWEEN AD EXPOSURE AND AWARENESS FOR SHELL
Control: Unexposed Exposed0%
5%
10%
15%
20%
25%
30%
Awareness
N:851
Lift: 32%
S1) Have you heard about Shell V-Power Nitro+ before?
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RELATIONSHIP BETWEEN AD EXPOSURE AND RECALL
Control: Unexposed Exposed0%
5%
10%
15%
20%
25%
30%
35%
Recall
N:808
Lift: 92%
S2) Do you remember seeing an ad about Shell V-Power Nitro+ on your mobile phone or your tablet?
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RELATIONSHIP BETWEEN AD EXPOSURE AND PREFERENCE OF SHELL
Control: Unexposed Exposed0%
5%
10%
15%
20%
25%
30%
Purchase Intent
N:487
Lift: 13%
S3) Would you prefer Shell V-Power Nitro+ when purchasing fuel for your vehicle?
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