Research Shows Mobile Game Ads Drive High Response for Jeep in Campaign on Greystripe Network
Greystripe’s GS.Engagement Ads increases brand awareness for Jeep from 9.7% to 20.5%
(SAN FRANCISCO, CA) – December 11, 2008 – Greystripe, the leading rich media advertising platform for mobile, has come out with their third brand lift study in one year, detailing some excellent results for Jeep as an advertiser in their network. The GS.Engagement campaign, which ran from March to April of 2008, saw a 10.8% increase in unaided brand awareness and 14.6% increase in online ad awareness, two figures both comparatively larger than the current InsightNorms mobile averages of 6.6% and 13.8%, respectively.
Jeep partnered with Greystripe to increase awareness and purchase consideration for the Jeep brand, and Greystripe tapped InsightExpress as the research provider. The goal of the study was to test the effectiveness of the Jeep mobile campaign at increasing awareness and persuasion metrics and provide the industry with even more concrete results of success in mobile game advertising. While multiple brand metrics increased at a statistically significant level, the analysis also looked at various specific audience segments exposed to the campaign, including gender, age and vehicle type purchase consideration.
The Jeep campaign resonated best among males, respondents between the ages of 25 and 34, and respondents already interested in purchasing an SUV. With males, mobile ad awareness increased by 18.1%, with purchase consideration rising 10.8%. Respondents between the ages of 25 and 34 saw an 18.5% increase in mobile ad awareness, with a 12.3% increase in purchase consideration. Finally, respondents who were most likely to consider purchasing an SUV saw a 19.6% increase in mobile ad awareness, with a 13.9% increase in purchase consideration.
“The Mobile AdInsights’ results demonstrate the effectiveness of Greystripe’s rich media mobile advertising for brands,” said Joy Liuzzo, Director of Marketing and Mobile Research at Insight Express. “This campaign took advantage of the unique ability of mobile applications to engage deeply with the user through a fun question-and-answer ad format unique to Greystripe.”
“We continue to provide the most meaningful metrics about the performance of rich media mobile advertising to the industry,” said Jenny Burrington, Director of Sales. “The results that we achieved for Jeep demonstrate that entertaining mobile engagement is one of the most effective ways for brands to achieve their messaging goals.”
About Greystripe
Greystripe is the rich media advertising platform for mobile. Greystripe’s 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 play high-quality games for free. Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 100 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 120 Catalog distribution partners, through its online portal (www.gamejump.com), and through the iPhone Appstore. Greystripe was named an AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.
To put your brand into mobile contact Greystripe at sales@greystripe.com.
Media Contact
Jenna Britton, Greystripe PR
415-677-9125 x207
jenna@vscconsulting.com
