We seem to be having another successful showcase of mobile advertising: this time, mobile ad firm Greystripe and research firm Dynamic Logic have produced a report that confirms that mobile ads are uber-effective: they report about a case study for a mobile advertising campaign for The Golden Compass (which was broadcast during load times for certain mobile games). The campaign brought about a 19.3% increase in awareness of the film’s title a 9.5% increase in interest in seeing the film among all respondents. The ad apparently also outperformed a typical online advertising campaign by 52% in terms of brand awareness.
The case study also states that results showed that WAP sites were effective in influencing
a highly-engaged audience, particularly when advertising new movies:
- Among overall respondents, 35% say they use their mobile phones for “finding theater and movie times,” and 29% “watch movie trailers.”
- Frequent movie-goers — those who have seen at least two movies in the theatre in the past two months — use the mobile Internet more often than non-frequent moviegoers (79% for frequent movie-goers vs. 58% for non-movie goers).
It would have been interesting to know if the game was actually the mobile game for the Golden Compass (published by Glu, which was surprisingly absent from any mention) or if it was just more or less random games selected. There was also only little to read about the details of the survey, etc, etc. As Greystripe has somewhat of a vested interest in this, one might be querying...The naked numbers from above are in themselves impressive. However, I am calling for more information here as this is per se not substantial enough to merit a whole big new world... I am inquiring for more details... Fingers crossed.
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