This 3 Part session was moderated by Terri Walter – VP, Advanced Media Solutions, Avenue A/Razorfish.
Consumers love their mobile phones, but are very wary about mobile advertising and how it may impact their lives. Can mobile ads become an accepted part of mobile customs or will ads always be a dreaded interruption? Find out how marketers today are successfully weaving mobile ads into their campaigns and what the impact has been on consumer attitudes. Then learn how consumers are accepting that mobile phones can be used for market research… for the better.
Mobile Advertising: Measuring Attitudinal and Behavioral Impact of Campaigns
How well do mobile ads perform, if the nature of their viewing environment is reaching someone who is on-the-go, harried, distracted and time-pressed? This presentation will reveal the results of an insurance company’s fall 2007 mobile ad campaign and detail the brand metrics that performed well, and those that didn’t. Find out how client, agency and research company worked together to garner insights for future success.
Tiffany Cole – Senior Research Analyst, Research & Insight, The Weather Channel
Joy Liuzzo – Director of Mobile Research, InsightExpress
Mobile Brand Experience: Measuring Ad Effectiveness on the Mobile Web
Mobile ads need a solid metric for measuring performance. Clicks, view-throughs, and attitude are not enough. New standard brand metrics are needed, so that mobile ad campaigns have a repeatable, scalable, and proven method for measuring effectiveness. Using a recent campaign, this presentation will compare new mobile metrics to traditional internet and media measures, layout data that will help you optimize your mobile ad placement, and provide pointers on how to put mobile in your marketing mix.
Michelle Eule – Managing Director, Global Research, Dynamic Logic, a Millward Brown Company
Jenny Burrington – Director of Advertising, Greystripe
Get Better Marketing Results by Leveraging the Mobile Connection to Your Consumer: Mobile can be a great platform, not just for out-bound ads, but also for in-bound research insights. With mobile phones, you can reach your customers on the road, in the store, at the game, and on the spot, while they are shopping, viewing, purchasing, dining and more. But there are distinct advantages and disadvantages to using the mobile connection for research, and you need to know how to integrate the results you get with other research findings. This presentation provides a research-on-research overview of how to best use mobile research to your brand’s advantage.
Michael Gazala – CEO, North America, Lightspeed Research
