IAB Rich Media Brand Effectiveness Study: John Lewis Mobile Campaign, Lecture notes of Business

Download IAB Rich Media Brand Effectiveness Study: John Lewis Mobile Campaign and more Lecture notes Business in PDF only on Docsity! JOHN LEWIS MOBILE CAMPAIGN RESEARCH Alex Kozloff, Senior Mobile Manager, IAB Study Objectives 1. To measure the difference in brand metrics for those who were exposed and not exposed to John Lewis mobile advertising. 2. Measure the difference between expandable and static banner advertising compared to a control group. 3. Understand consumer attitudes towards John Lewis mobile commerce site. 51% 34% 41% 32% Android / iPhoneOther Smartphones Both static and rich media advertising is more likely to be recalled amongst Android/iPhone users Source: IAB Rich Media Brand Effectiveness Study July 2011 Base:1295,( Non- Rich Media: 503, Rich Media: 521) Non Rich Rich: In the last week, have you seen any advertising for the following companies? (ticked yes for John Lewis) Android/iPhone users are 28% more likely to recall the static ad and 50% more likely to recall the rich media ad 41% 29% 20% 8% 2% Wait until you were next on the computer and purchase it from the John Lewis website Go into a John Lewis shop and buy the item Buy the item from a different website on your mobile Not bother to purchase the item at all Other (please specify) 20% of respondents would buy from a competitor if there was no site available on their mobile 30% Imagine you wanted to buy a product from John Lewis on your mobile - but the site wasn’t working so you couldn’t. Out of the below possibilities, which would be your most likely reaction? Source: IAB Rich Media Brand Effectiveness Study July 2011 Base: 465 pushed to JL site Retailers risk losing 30% of potential business by not having a site that works on mobiles SUMMARY