Havas and Sky team up to research mobile ad effectiveness

UK — Havas Media Group and Sky Media have combined efforts to research the best ways of measuring 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.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts