Greystripe Mobile Display Ads for "The Golden Compass" Film Demonstrate Branding Impact of Mobile Advertising

Today Greystripe, the largest ad-supported mobile games and applications
distributor, announced the results of a mobile advertising campaign
with New Line Cinema for the film, “The Golden Compass”.   

Methodology:

Greystripe commissioned Dynamic Logic,
a leading marketing research company, to conduct research to measure
the success of “The Golden Compass” ad campaign in raising awareness,
interest and intent-to-see the movie”.  The campaign ran on Greystripe’s
mobile ad network.  The mobile Web survey was fielded November
8^th to December 6^th, 2007, among 786 mobile Web
users ages 18-55.   

Survey respondents were separated into
“control” and “exposed” groups based on who saw the mobile ads. 
The results showed statistically significant increases in awareness
and interest in “The Golden Compass” among the exposed group.

The 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 overall respondents
• Intent to see the movie in
  theaters increased by +14.5 percentage points among respondents ages
  18-24

Additional Findings: 

• Respondents who identified
  themselves as “Frequent” movie-goers use the mobile Internet more
  often than those identified as “non-frequent” movie-goers (79% for
  frequent movie-goers vs. 58% for non movie-goers).
• Among the overall sample,
  35% use their mobile phones for “finding theater and movie times”
  and 29% “watch movie trailers.”
• Mobile ads resonated best
  among respondents, ages 18-24.
• 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).

 

Conclusions:

The campaign delivered to Greystripe’s
audience was able to move top awareness and bottom interest metrics
significantly.  In order to provide some context around the brand
performance of "The Golden Compass" mobile campaign, the results
were higher than those typically seen for cinema release campaigns on
the Internet. Not only did the majority (76%) of the aggregate audience
use their mobile phones to access the Internet, but mobile Internet
usage was highest among the most frequent movie goers.

 

“These results demonstrate that Greystripe’s
mobile-savvy audience is highly engaged by full screen ads delivered
through media on their mobile phones.  The mobile phone is an incredibly
personal and social digital platform enabling brands to interact deeply
with their audience,” concludes Greystripe’s Director of Advertising
Sales, Jenny Burrington. 
 

Unlike other forms of mobile advertising,
Greystripe delivers full-screen advertisements that are wrapped around
mobile games and applications. The ads are served before and after usage
and are made free via Greystripe’s online/mobile portal, GameJump.com,
and through its AdWRAP Catalog program.   
 

ABOUT GREYSTRIPE

Greystripe is the world’s first ad-supported
mobile games and applications distributor. Greystripe’s AdWRAP technology
enables: publishers to gain advertising revenue by serving ads through
their games; advertisers to communicate their brand message to a unique
mobile audience; and consumers to download great games for free. The
AdWRAP system is protected by a broad array of patents pending and currently
serves ads into more than 800 game titles from 100 publishers supporting
over 1,000 handset models. Greystripe reaches millions of mobile game
players through its online portal GameJump.com,
through the mobile web (http://gjmp.tw), and through its 45 AdWRAP Catalog
Platform partners. Greystripe was named a Red Herring Global 100 winner
in 2007 and the Under the Radar Best in Show: Mobility winner in 2006. 
Visit Greystripe at http://www.greystripe.com. 

ABOUT DYNAMIC LOGIC 
Dynamic Logic (www.dynamiclogic.com) is a leading research company with expertise
in measuring marketing effectiveness. Dynamic Logic’s research includes:
AdIndex^{®} to test and analyze online advertising, CrossMedia
Research^TM to evaluate multimedia campaigns, MarketNorms^{®},
a syndicated ad effectiveness planning and benchmarking database, and
Link^TM for Digital, an online copy-testing solution developed
jointly with Millward Brown. Dynamic Logic is a Millward Brown company,
which is part of The Kantar Group, the information and consultancy arm
of WPP.