2013年10月30日

Brand Effectiveness through Mobile: An Oreo Case Study

Stephanie Adamo
Marketing Manager
Brand Effectiveness through Mobile: An Oreo Case Study

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According to the IAB, mobile advertising spend is growing at an unprecedented rate, doubling in 2012 alone from the previous year to reach $3.4 billion. But research is just beginning to tap into what makes this new advertising medium tick, and there is much for marketers and the industry at large to learn about leveraging mobile channels most effectively.

As is common when new advertising channels arise, marketers are eager to learn more about the ability of the channel to drive a branding impact. To help provide a greater understanding of mobile advertising effectiveness, the IAB, in partnership with Vibrant Media and comScore, conducted a research study, with Oreo as the test brand, that looks at the branding impact and consumer engagement of various mobile ad formats. The study leveraged comScore Brand Survey Lift™ Mobile, a survey-based branding effectiveness solution for mobile campaigns.

For a look at the key findings that emerged, download this new case study from comScore.

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Brand Survey Lift Mobile

comScore Brand Survey Lift™ Mobile通过测量移动宣传活动的品牌影响量化广告在整个移动网页和应用方面的有效性。
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