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© 2015 MeMo². All rights reserved.
MOBILE RESEARCH
by
MARCEL VOGELS
Oprichter MeMo2
GAME CHANGING SOLUTIONS
FOR SUSTAINBLE GROWTH
VALUE
BRANDING
PERFORMANCE
RETENTIE
VANDAAG:
RECLAME-EFFECT VAN
MOBILE ADVERTISING
MOBILE INSPIRATION CONFERENCE 2015
15:00 – 15:20, 24th March, De Hallen, Amsterdam, Netherlands
• Mobile Research
• Busine...
HISTORIE
TOT 2011
TOT 2018
WAAROM?
MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …
GEVOLG?
PARADOX
MASSAMEDIA
GROOT BEREIK, SPECIFIEK BEREIK, ZICHTBAARHEID, TARGETING, …
WAAROM?
MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …
EFFECT?
VALUE
BRANDING
PERFORMANCE
RETENTIE
METHODIEK
>20 STUDIES
sinds start mobile samenwerking 2013
CrossmediaTracker™ Media Footprint
+ Realized Viewer/Listen ratings
per medium, per spot, per channel and per audience
Med...
Insight
Campaign
Effect
MobileTracker™ Effecten op Merkvariabelen (uniek)
NU.nl App gebruikers werkten mee
aan deze studies
>20.000
MeMoBenchmark™: Mobile Halfpage Ad 63%, TVC 58%, Online Display 30%
84%
Hoogst gemeten
reclameherkenning binnen
NU.nl App
0%
20%
40%
60%
80%
100%
…is opvallend*
…is leuk om naar te kijken*
...spreekt mij persoonijk aan*
…is onderscheidend...ver...
BUSINESS CASES
EFFECT OP BRAND KPI’s
50%
17%
56%
16%
64%
27%
Awareness Xperia Z1 Overweging Xperia Z1
CAMPAIGN EFFECT
EXPOSED
NON EXPOSED
EXPOSURE
LEESGEDRAG
A...
Significant verschil t.o.v Non Exposed groep, p >.05
100
111
273
370
CAMPAIGN AWARENESS
NO EXPOSURE
CAMPAIGN EFFECT
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...
KEY TAKE OUTS
© 2015 MeMo². All rights reserved.
KEY TAKE OUTS
1. MASSA COMMUNICATIE MIDDEL (CROSSMEDIA)
2. HERKENNING TE VERGELIJKEN MET TV CAMPAGNE
3. WAARDERING VOORAL ...
BRANDED
CONTENT
BRANDED
CONTENT
BRANDED
CONTENT
MASSA = MOBIEL
The information in this document is strictly confidential.
The copyright lies with MeMo² BV. Reproduction and / or disclos...
Mic2015 MeMo2 Marcel Vogels
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Het meten en onderzoeken van mobiele advertising campagnes

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Mic2015 MeMo2 Marcel Vogels

  1. 1. © 2015 MeMo². All rights reserved. MOBILE RESEARCH by
  2. 2. MARCEL VOGELS Oprichter MeMo2
  3. 3. GAME CHANGING SOLUTIONS FOR SUSTAINBLE GROWTH
  4. 4. VALUE BRANDING PERFORMANCE RETENTIE
  5. 5. VANDAAG: RECLAME-EFFECT VAN MOBILE ADVERTISING
  6. 6. MOBILE INSPIRATION CONFERENCE 2015 15:00 – 15:20, 24th March, De Hallen, Amsterdam, Netherlands • Mobile Research • Business Cases • Key Take Outs
  7. 7. HISTORIE
  8. 8. TOT 2011
  9. 9. TOT 2018
  10. 10. WAAROM? MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …
  11. 11. GEVOLG?
  12. 12. PARADOX
  13. 13. MASSAMEDIA GROOT BEREIK, SPECIFIEK BEREIK, ZICHTBAARHEID, TARGETING, …
  14. 14. WAAROM? MUZIEK, BETALEN, HUISWERK, TV KIJKEN, NIEUWS LEZEN, GAMEN, SHOPPEN …
  15. 15. EFFECT?
  16. 16. VALUE BRANDING PERFORMANCE RETENTIE
  17. 17. METHODIEK
  18. 18. >20 STUDIES sinds start mobile samenwerking 2013
  19. 19. CrossmediaTracker™ Media Footprint + Realized Viewer/Listen ratings per medium, per spot, per channel and per audience Medium/Campagne Bereik & GCF
  20. 20. Insight Campaign Effect MobileTracker™ Effecten op Merkvariabelen (uniek)
  21. 21. NU.nl App gebruikers werkten mee aan deze studies >20.000
  22. 22. MeMoBenchmark™: Mobile Halfpage Ad 63%, TVC 58%, Online Display 30% 84% Hoogst gemeten reclameherkenning binnen NU.nl App
  23. 23. 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
  24. 24. BUSINESS CASES EFFECT OP BRAND KPI’s
  25. 25. 50% 17% 56% 16% 64% 27% Awareness Xperia Z1 Overweging Xperia Z1 CAMPAIGN EFFECT EXPOSED NON EXPOSED EXPOSURE LEESGEDRAG ARTIKELEN EFFECTEN EXPOSED & ARTIKELEN GELEZEN Significant verschil t.o.v Non Exposed groep, p >.05
  26. 26. Significant verschil t.o.v Non Exposed groep, p >.05 100 111 273 370 CAMPAIGN AWARENESS NO EXPOSURE CAMPAIGN EFFECT
  27. 27. 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
  28. 28. KEY TAKE OUTS © 2015 MeMo². All rights reserved.
  29. 29. 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
  30. 30. BRANDED CONTENT
  31. 31. BRANDED CONTENT
  32. 32. BRANDED CONTENT MASSA = MOBIEL
  33. 33. 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 @ Marcel@memo2.nl +31(0)6 43025322 Tim Koekkoek Managing Director @ Tim@memo2.nl +31(0)6 16433383 Jan Luijkenstraat 92-96 1071 CT Amsterdam The Netherlands www.memo2.nl www.memopanel.nl

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