mic2015 memo2 marcel vogels
TRANSCRIPT
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© 2015 MeMo². All rights reserved.
MOBILE RESEARCH
by
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MARCEL VOGELS
Oprichter MeMo2
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GAME CHANGING SOLUTIONS
FOR SUSTAINBLE GROWTH
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VALUE
BRANDING
PERFORMANCE
RETENTIE
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VANDAAG:
RECLAME-EFFECT VAN
MOBILE ADVERTISING
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MOBILE INSPIRATION CONFERENCE 2015
15:00 – 15:20, 24th March, De Hallen, Amsterdam, Netherlands
• Mobile Research
• Business Cases
• Key Take Outs
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HISTORIE
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TOT 2011
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TOT 2018
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WAAROM?
MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …
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GEVOLG?
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PARADOX
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MASSAMEDIA
GROOT BEREIK, SPECIFIEK BEREIK, ZICHTBAARHEID, TARGETING, …
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WAAROM?
MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …
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EFFECT?
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VALUE
BRANDING
PERFORMANCE
RETENTIE
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METHODIEK
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>20 STUDIESsinds start mobile samenwerking 2013
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CrossmediaTracker™ Media Footprint
+ Realized Viewer/Listen ratings
per medium, per spot, per channel and per audience
Medium/Campagne
Bereik & GCF
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Insight
Campaign
Effect
MobileTracker™ Effecten op Merkvariabelen (uniek)
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NU.nl App gebruikers werkten mee
aan deze studies
>20.000
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MeMoBenchmark™: Mobile Halfpage Ad 63%, TVC 58%, Online Display 30%
84%Hoogst gemeten
reclameherkenning binnen
NU.nl App
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0%
20%
40%
60%
80%
100%
…is opvallend*
…is leuk om naar te kijken*
...spreekt mij persoonijk aan*
…is onderscheidend...vertelt mij iets nieuws*
...heeft een duidelijke boodschap*
…is geloofwaardig*
WAARDERINGHalfpage ad NU.nl
Halfpage ad NU.nl
MeMoBenchmark™ Display
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BUSINESS CASES
EFFECT OP BRAND KPI’s
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50%
17%
56%
16%
64%
27%
Awareness Xperia Z1 Overweging Xperia Z1
CAMPAIGN EFFECT
EXPOSED
NON EXPOSED
EXPOSURELEESGEDRAG
ARTIKELENEFFECTEN
EXPOSED & ARTIKELEN GELEZEN
Significant verschil t.o.v Non Exposed groep, p >.05
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Significant verschil t.o.v Non Exposed groep, p >.05
100
111
273
37
0
CAMPAIGN AWARENESS
NO EXPOSURE
CAMPAIGN EFFECT
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59%
73%
85%
47%
61%66%
0%
20%
40%
60%
80%
100%
Low (1-3 contacten) Medium (4-10 contacten) High (>10 contacten)
Mobile Ad Recognition
..geeft relevante info
CAMPAIGN EFFECT
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KEY TAKE OUTS
© 2015 MeMo². All rights reserved.
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KEY TAKE OUTS
1. MASSA COMMUNICATIE MIDDEL (CROSSMEDIA)
2. HERKENNING TE VERGELIJKEN MET TV CAMPAGNE
3. WAARDERING VOORAL OP RATIONELE ASPECTEN
4. IMPACT TE VERGELIJKEN MET ZWARE RICHMEDIA
5. AFNEMENDE MEERWAARDE – OVERDRIJF NIET
6. ……. Combineer met BRANDED CONTENT
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BRANDED
CONTENT
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BRANDED
CONTENT
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BRANDED
CONTENT
MASSA = MOBIEL
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The information in this document is strictly confidential.
The copyright lies with MeMo² BV. Reproduction and / or disclosure of this document is permitted only with prior written permission of MeMo².
Marcel Vogels
Founder
+31(0)6 43025322
Tim Koekkoek
Managing Director
+31(0)6 16433383
Jan Luijkenstraat 92-96
1071 CT Amsterdam
The Netherlands
www.memo2.nl
www.memopanel.nl