Greystripe, 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”.
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).
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
8th to December 6th, 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.