News
RadioShack's mobile ad metrics
Stuart O'Brien Sep 25 2008, 11:32am
US retailer claims 8.4 per cent brand awareness increase from Greystripe campaign.
US electronics giant RadioShack says a Greystripe-powered mobile in-game ad campaign it ran earlier this year saw brand awareness levels among those exposed rise from 15.8 per cent to 24.2 per cent.
Ad-supported games specialist Greystripe teamed up with marketing research firm InsightExpress to gauge the effectiveness of the campaign using a mobile-specific research tool called Mobile AdInsights.
InsightExpress studied RadioShack’s advertising campaign on the Greystripe network from February 5th, 2008 to February 19th, with a total of 516 mobile respondents participating in the study.
Of these, 285 were exposed to RadioShack’s mobile ads and 231 were unexposed.
According to the study, the campaign outperformed mobile norms for unaided brand awareness by 2.2 per cent. Compared to online campaign statistics, the mobile campaign came in 3.8 per cent higher for brand awareness and 1.6 per cent higher for purchase consideration.
