Mobile Brand Effectiveness Analyses Turkey

1. Nielsen Mobile Media
Research 2014
iGaranti, Gillette, Shell
Advertising Effectiveness Framework

2. NIELSEN ADVERTISING
EFFECTIVENESS FRAMEWORK
reach the
right people
impact their
behaviour
influence
their opinion
REACH RESONANCE REACTION
MOBILE BRAND EFFECT (MBE)

3. WHAT IS MBE AND HOW CAN IT HELP
CLIENTS MAXIMIZE ROI?
• MBE helps clients to measure and optimize campaigns in real time
in order to maximize their Brand Lift.
• Brand Lift is the percentage increase in the primary marketing
objective of an mobile display brand advertising campaign
• It is based on a comparison of the control group vs. the exposed
group.
• Brand Lift is a much more indicative and telling KPI than the more
traditional Click Through Rate (CTR).
(exposed%-control%)/control%

4. METHODOLOGY
 Survey appears on the banner areas of mobile sites and consists of
only one or two questions.
 Respondents have been selected on a random basis .
 For Gillette Fusion ProGlide MBE Study 4.064 interviews, for
iGaranti MBE Study 2.000 interviews and for Shell MBE Study
851 interviews were conducted.
 MBE Methodology is based on tagging. Tagging the users by
cookies shows if the users have been exposed to the ad campaign
or unexposed to the ad campaign (control).
 Each question signifies different attributes like awareness,
purchase intention, recall, attitude, preference and favorability
for the brand/product/service.

5. CAMPAIGN CREATIVES/BANNERS

6. 6
Diagnosis - Gillette

7. RELATIONSHIP BETWEEN AD EXPOSURE AND
Gillette FUSION PROGLIDE AWARENES
0%
5%
10%
15%
20%
25%
Control: Unexposed Exposed
Awareness
S1) Have you heard about Gillette Fusion ProGlide before?
N:4064

8. RELATIONSHIP BETWEEN AD EXPOSURE AND
ASSOCIATION OF GILLETTE FUSION PROGLIDE
WITH SENSITIVE SKIN TREATMENT
S3) When shaving brands for sensitive skin are mentioned, which
brands come to your mind?
0%
10%
20%
30%
40%
50%
60%
Control: Unexposed Exposed
Association with Sensitive Skin Treatment
N:866

9. RELATIONSHIP BETWEEN AD EXPOSURE AND
PURCHASE INTENT FOR GILLETTE FUSION
PROGLIDE
0%
5%
10%
15%
20%
25%
Control: Unexposed Exposed
Purchase Intent
S4) What is your likelihood to purchase Gillette Fusion ProGlide?
N:2110

10. 10
DIAGNOSIS – iGaranti App

11. RELATIONSHIP BETWEEN AD exposure AND I-
GARANTI APP awareness
0%
5%
10%
15%
20%
25%
30%
35%
Control: Unexposed Exposed
Awareness
S1) Do you know or have you heard about i-Garanti application
before?
N:1525

12. RELATIONSHIP BETWEEN AD exposure AND recall
0%
5%
10%
15%
20%
25%
30%
35%
Control: Unexposed Exposed
Recall
S2) Do you remember watching and ad about i-Garanti application
on your mobile phone or your tablet?
N:1924

13. RELATIONSHIP BETWEEN AD exposure AND
download INTENT FOR I-GARANTI APP
0%
5%
10%
15%
Control: Unexposed Exposed
Download Intent
S3) Would you consider downloading i-Garanti application to your
mobile phone or tablet?
N:1987

14. 14
DIAGNOSIS – SHELL

15. RELATIONSHIP BETWEEN AD EXPOSURE AND
AWARENESS FOR SHELL
0%
5%
10%
15%
20%
25%
30%
Control: Unexposed Exposed
Awareness
S1) Have you heard about Shell V-Power Nitro+ before?
N:851

16. RELATIONSHIP BETWEEN AD EXPOSURE AND
reCall
0%
5%
10%
15%
20%
25%
30%
35%
Control: Unexposed Exposed
Recall
S2) Do you remember seeing an ad about Shell V-Power Nitro+ on
your mobile phone or your tablet?
N:808

17. RELATIONSHIP BETWEEN AD EXPOSURE AND
preference OF SHELL
0%
5%
10%
15%
20%
25%
30%
Control: Unexposed Exposed
Purchase Intent
S3) Would you prefer Shell V-Power Nitro+ when purchasing fuel for
your vehicle?
N:487

18. Teşekkürler...