Havas and Sky team up to research mobile ad effectiveness

Nationwide, Domino’s and Birds Eye took part in a recent trial of “cutting edge methodologies”, working alongside research agencies Differentology and On Device Research, who are mobile measurement specialists.

The research comprised of two tests analysing real world ad campaigns in a live environment, and two lab tests. Nationwide and Domino’s took part in a live environment test that aimed to solve the issue of being unable to track cookies on mobile, while Birds Eye carried out a control and exposed effectiveness test in a lab environment.

Findings suggested that mobile is an effective medium for building brands, and that those ads that “make the best use of the creative space by making ads more intriguing, fun and interactive will achieve greater standout and generate the best results”.

More specifically, findings were:

• Combined brand perception across the three brands showed an uplift of 13% between non-exposed and exposed
• Those taking action increased by 70% for those who were more “enthusiastic and excited” at the point of ad exposure to the Birds Eye banner
• Native mobile ads are considered more relevant and engaging than standard banner ads
• Mobile formats and creatives that were “fun and generated intrigue” achieved a greater cut-through. Those with interactive elements seen as more engaging. relevant and more likely to drive action than non-interactive formats

“There is no question of the importance of mobile devices to consumers which clearly translates into importance for brands,” said Sorcha Garduce, digital insight director at Havas Media. “This means research into mobile effectiveness has never been more important. 

“This study highlights that brands can utilise mobile advertising as part of their communications strategy to influence both ‘soft’ and ‘hard’ brand metrics, moving consumers along their brand journey.”