In-context, Full-audience, Pre-Test of Mobile Ads
In today’s mobile marketplace, advertisers and agencies face the daunting challenge of using smaller ad formats to engage audiences who have shorter attention spans. Better tools than click-based analyses are needed to understand why people respond as they do to mobile content, how such ads can be improved, and the value the ad has for the brand among (the vast majority of) people who are exposed to it but don’t click on it.
Mobile Tip-in is G&R’s solution for pre-testing mobile ads. It differs from simple white-board or clutter ad testing in that the system presents ads in the context in which they will be appearing (popular mobile apps and websites) rather than in isolation or in the artificial clutter of other ads. Proprietary software enables us to quickly tip the ads into current mobile-optimized content so survey participants experience the test advertising within a mobile environment, much like how they would come across the advertising when it is served in the real world. The Mobile Tip-in system includes a full battery of proven evaluative and diagnostic measures to assess performance among clickers and non-clickers. As a result, learning is accumulated and decisions can be made based on the ad’s full communication value.
If you would like to learn more about Mobile Tip-in, here’s a link to our web sales sheet.
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