RadioShack Sees 8.4% Brand Awareness Increase with Mobile Advertising Campaign Powered by Greystripe
Full-screen ad campaign on Greystripe’s mobile advertising network outperforms mobile norms for unaided brand awareness by 2.2%

(SAN FRANCISCO, CA) – September 24, 2008 – Today Greystripe, creators of the leading in-game mobile ad network and ad-supported mobile game distribution platform, announced the results of a recent mobile advertising campaign with RadioShack. Greystripe developed the mobile advertising campaign for the leading consumer electronics retail chain to drive key brand and persuasion metrics, with the goal of increasing awareness of and purchase consideration for the RadioShack brand.

Methodology
Greystripe teamed up with marketing research firm InsightExpress to gauge the effectiveness of the campaign using the mobile-specific research tool Mobile AdInsights. The research solution measured the attitudinal effect of mobile advertising via a test/control methodology. InsightExpress studied RadioShack’s advertising campaign on the Greystripe network from February 5, 2008 to February 19, 2008, with a total of 516 mobile respondents participating in the study. 285 respondents were exposed to RadioShack’s mobile advertisements and 231 of the respondents were unexposed. Recruitment sites were gleaned from the Greystripe mobile network and syndicated partner sites.

Results
Results from RadioShack’s mobile advertising campaign indicated a significant statistical increase in unaided brand awareness from exposed respondents, rising from 15.8 percent to 24.2 percent, for a total 8.4 percent increase. Additionally, there was a 5.9 percent increase in the number of respondents who agreed that RadioShack is a “Top Wireless Store”.

Interestingly, a closer look at the brand metrics by gender revealed that the ad campaign resonated best with the female audience, as several significant metric increases were observed within this segment (see chart). The campaign also performed well with respondents between the ages of 25 and 34. Among this group, unaided brand awareness increased by 10.9 percent, while the “Top Wireless Store” metric jumped 16.7 percent.

Finally, according to the study, the campaign outperformed mobile norms for unaided brand awareness by 2.2 percent. Compared to online campaign statistics, the mobile campaign came in 3.8 percent higher for brand awareness and 1.6 percent higher for purchase consideration.

Conclusions
The RadioShack campaign delivered through Greystripe’s network was able to significantly increase awareness of the brand and purchase consideration amongst consumers.

“Based on our Mobile AdInsights analysis, the campaign that Greystripe developed for RadioShack was clearly a winner on many fronts,” said Joy Liuzzo, Director of Mobile Research and Marketing at InsightExpress. “Once again, we’ve seen that the mobile channel is not only effective, but can be instrumental in driving key brand metrics among important target audiences.”

Using Mobile AdInsights, Radio Shack was able to learn exactly which campaign elements were most successfuland which audiences were most affected, such as 25 to 34 year old women. The data also highlighted opportunities for both creative development and target market selection in support of RadioShack’s future mobile advertising initiatives.

“Mobile AdInsights has provided the feedback we need to continue to develop highly effective mobile campaigns for RadioShack and other advertiser clients,” said Jenny Burrington, Director of Advertising Sales at Greystripe. “This type of rich information has not only illustrated the success of this specific campaign, but also underscored the viability of mobile as a key marketing channel.”

About Greystripe
Greystripe is the world’s first and leading ad-supported mobile games and applications distribution platform. Greystripe’s AdWRAP product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games and consumers to download high quality games for free. The AdWRAP system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 130 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 100 AdWRAP Catalog distribution partners and through GameJump.com, its online and mobile web portal com (www.gamejump.com). Greystripe was named an AlwaysOn OnHollywood 100 winner 2008, a Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

About InsightExpress
InsightExpress is a leading provider of high-quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media. Through its patented technologies, proprietary solutions, world-class expertise and time-tested research principles, InsightExpress transforms the way advertisers, agencies, publishers and researchers optimize their marketing activities. InsightExpress is headquartered in Stamford, CT, with offices in San Francisco, New York, and Los Angeles.

Media Contact
Jenna Britton, Greystripe PR
(213) 999-2551
jenna@vscconsulting.com

NBC Universal Selects Greystripe to Provide Ad-Supported Games for its Mobile Web Sites, Including Bravo, SCI FI Channel and NBC.com

(SAN FRANCISCO, CA) – September 11, 2008 – NBC Universal (NBCU), one of the world’s preeminent media companies, has partnered with Greystripe, the leader in ad-supported mobile games distribution, to provide Greystripe’s entire catalogue of games to NBCU’s mobile Web properties. In addition, Greystripe will distribute select NBCU mobile game titles from Bravo, SCI FI Channel and NBC to users through their 100 distribution partners. This partnership reinforces NBCU’s expanding commitment to mobile content, including gaming and cross-platform distribution for Java-enabled phones and the iPhone. Greystripe will initially roll out their catalog of games on the Bravo, SCI FI Channel and NBC.com Mobile Web sites.

Greystripe enables NBCU to expand its offering of free, ad-supported mobile content, helping drive traffic and repeat visits to its mobile Web sites. Greystripe’s ad supported games will also offer advertisers an opportunity to reach consumers with highly engaging, measurable in-game ads.

“NBCU has made a strategic commitment to offer the highest quality mobile content and cutting edge distribution models,” said Salil Dalvi, Senior Vice President, Mobile Platform Development, NBC Universal Digital Distribution. “We are pleased to partner with Greystripe, as they allow NBCU to expand our gaming and ad sales efforts.”

A 2008 Mobile Entertainment Forum (MEF) report recognized the significance of Greystripe’s distribution model stating that the ad-funded mobile entertainment market was forecasted to be worth $336.35 million by 2013, expanding the current mobile entertainment market by 4%. Greystripe’s AdWRAP Catalog Platform enables mobile Websites, Internet portals, mobile applications and carriers to distribute mobile content free of charge to the end consumer. The AdWRAP Catalog Platform is a hosted and customizable combination of mobile Web, Java mobile application and Internet technologies that can be tailored to the look and feel of any site.

“This partnership is a huge opportunity for us, as NBC Universal is an amazing, reputable brand,” said Michael Chang, CEO of Greystripe. “NBC understands mobile and sees the huge potential for the ad-supported model. We are thrilled to be working with them to provide incredible content to the end consumer.”

Greystripe recently announced that it has broadened its distribution reach to the iPhone platform, and is currently offering 900+ ad-supported games and applications from120 publishers which has led to 90 million downloads.

About NBC Universal Digital Distribution
NBC Universal Digital Distribution is a division of NBC Universal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBC Universal Digital Distribution drives the company’s North American distribution of content across the Internet, wireless, set-top devices and other emerging platforms, and leads content strategy for offerings that include video on demand (VOD), electronic-sell-through (EST), interactive television, and wireless products and services (WAP, SMS, etc.).

About Greystripe
Greystripe is the world’s first and leading ad-supported mobile games and applications distribution platform. Greystripe’s AdWRAP product suite enables: brand advertisers to communicate their brand message with a unique mobile audience; publishers to gain advertising revenue by serving ads through their games; and consumers to download high quality games for free. The AdWRAP system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 120 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 100 AdWRAP Catalog distribution partners and through GameJump.com, its online and mobile web portal (www.gamejump.com). Greystripe was named an AlwaysOn OnHollywood 100 winner 2008, a Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

Media Contact:
Jenna Britton, Greystripe PR
(213) 999-2551
jenna@vscconsulting.com