News
Greystripe's golden ad campaign
Stuart O'Brien Apr 28 2008, 1:54pm
Ad-funded mobile games provider reveals metrics from New Line's Golden Compass campaign.
Greystripe says people who saw New Line's ads in its mobile games had a 19.3 percentage point increase in awareness of the film - a figure it says is higher than a typical web banner campaign.
The company commissioned Dynamic Logic to conduct research to measure the success of The Golden Compass ads in raising awareness, interest and intent-to-see the movie.
The ads were displayed in 'full screen' during load periods etc on games available from its GameJump.com portal and through its AdWRAP catalog program.
Dynamic says exposure resulted in a 9.5 percentage-point increase in interest in seeing the film among overall respondents, while intent to see the movie in theaters increased by 14.5 percentage points among respondents aged 18-24.
The mobile web survey was conducted between November 8th and December 6th, 2007 among 786 people aged 18-55.
