Nielsen Media Research (iGaranti, Gillette, Shell)

NIELSEN MEDIA RESEARCH
I-GARANTI, GILLETTE AND SHELL
STUDY
2014

Copyright©2012TheNielsenCompany.Confidentialandproprietary.
22
NIELSEN ADVERTISING EFFECTIVENESS
FRAMEWORK

3
NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK
reach the
right people
impact their
behaviour
influence
their opinion
REACH RESONANCE REACTION
MOBILE BRAND EFFECT (MBE)

4
WHAT IS MBE AND HOW CAN IT HELP CLIENTS
MAXIMIZE ROI?
• 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).
• MBE helps clients to measure and optimize campaigns in real time in order to
maximize their Brand Lift.
(exposed%-control%)/control%

5
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.

6
ACKNOWLEDGEMENT
We would like to thank our partners/contributors in this research for their invaluable
support. Our gratitude goes to Mobilike for establishing the mechanism that allowed
us to carry out this research.

7
CAMPAIGN CREATIVES/BANNERS

8
CAMPAIGN BANNERS
Media
Network
Impres
sion
Banner
Types
Wonk 500.000 Interstitial
Mobia 500.000
Interstitial
/Prestitial
Movez 500.000
Interstitial
/Prestitial
Media
Network
Impres
sion
Banner
Types
Mobia 500.000
Interstitial
/Prestitial
Movez 500.000
Interstitial
/Prestitial
iGarantiGillette Fusion ProGlide Shell V-Power Nitro +
Media
Network
Impres
sion
Banner
Types
Mobia 500.000
Interstitial
/Prestitial
Movez 500.000
Interstitial
/Prestitial

99
DIAGNOSIS – GILLETTE

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

11
ASSOCIATION OF GILLETTE FUSION PROGLIDE WITH
SENSITIVE SKIN TREATMENT
0%
10%
20%
30%
40%
50%
60%
Association with Sensitive Skin Treatment
N:866
S3) When shaving brands for sensitive skin are mentioned, which brands come to
your mind?

12
PURCHASE INTENT FOR GILLETTE FUSION
PROGLIDE
0%
5%
10%
15%
20%
25%
Purchase Intent
N:2110
S4) What is your likelihood to purchase Gillette Fusion ProGlide?

1313
DIAGNOSIS – iGaranti App

14
RELATIONSHIP BETWEEN AD EXPOSURE AND I-
GARANTI APP AWARENESS
0%
5%
10%
15%
20%
25%
30%
35%
Awareness
N:1525
S1) Do you know or have you heard about i-Garanti application before?

15
RECALL
0%
5%
10%
15%
20%
25%
30%
35%
Recall
N:1924
S2) Do you remember watching and ad about i-Garanti application on your
mobile phone or your tablet?

16
DOWNLOAD INTENT FOR I-GARANTI APP
0%
5%
10%
15%
Download Intent
N:1987
S3) Would you consider downloading i-Garanti application to your mobile phone or
tablet?

1717
DIAGNOSIS – SHELL

18
AWARENESS FOR SHELL
0%
5%
10%
15%
20%
25%
30%
Awareness
N:851
S1) Have you heard about Shell V-Power Nitro+ before?

19
RECALL
0%
5%
10%
15%
20%
25%
30%
35%
Recall
N:808
S2) Do you remember seeing an ad about Shell V-Power Nitro+ on your mobile phone
or your tablet?

20
PREFERENCE OF SHELL
0%
5%
10%
15%
20%
25%
30%
Purchase Intent
N:487
S3) Would you prefer Shell V-Power Nitro+ when purchasing fuel for your vehicle?

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THANK YOU

Nielsen Media Research (iGaranti, Gillette, Shell)

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