Bear fight!
Awareness of and interest in "The Golden Compass" among users exposed to promotional full-screen mobile ads increased significantly, according to results of a mobile ad campaign by Greystripe and New Line Cinema, MarketingCharts reports.
Greystripe commissioned Dynamic Logic to measure the campaign's success in raising awareness, interest and intent to see the movie. Survey respondents were separated into "control" and "exposed" groups, based on who saw the mobile ads.
Mobile web users exposed to "The Golden Compass" ads on the Greystripe network exhibited the following:
- Significant increases in awareness of and interest in film - a 19.3 percentage-point increase in awareness of the film's title.
- Increased interest - exposure resulted in a 9.5 percentage-point increase in interest in seeing the film among respondents overall.
- Intent to see the movie in theaters increased by 14.5 percentage points among respondents age 18-24.
Additional findings:
- Respondents that identify as "frequent" movie-goers use the mobile 'net more often than those identified as "non-frequent" movie-goers (79 percent vs. 58 percent).
- Among all respondents, 35 percent use their mobile phones for "finding theater and movie times" and 29 percent "watch movie trailers."
- Mobile ads were most effective among those described as "avid" movie-goers (those who have seen three or more movies in the theater in the past two months).
About the case study: The campaign ran on Greystripe's mobile ad network, which delivers full-screen advertisements that are wrapped around mobile games and applications. The mobile web survey was fielded November 8 to December 6, 2007, among 786 mobile Web users age 18-55.
