Mobile Tip-In

In-context, Full-audience, Pre-Test of Mobile Ads

Mobile Tip-in is our unique online copy testing method for testing mobile display ads. It that combines G&R’s expertise in web-based technologies and real-world copy testing to assess and improve the full effectiveness of the ads. The system gauges the communications value of an ad among all people who are exposed to it, clickers and non-clickers alike. It does this by presenting test ads within the context of its natural exposure environment – actual mobile clutter simulating how they will be experienced when encountered in the real world – not just as white-board or in ad clutter.

Mobile Tip-in’s value is that an ad’s communication effectiveness is influenced significantly by the context in which it will be served and that its effectiveness is a function of how it performs among clickers and (the vast majority) who don’t click. The Mobile Tip-in assessment is based on presenting ad stimulus in a natural mobile environment with mobile-optimized images and text, along with advertising sized as it will appear, and asking respondents to interact with the content as they normally would outside of a survey. This in-context approach leads to a truer result than if respondents are directed to look at an ad in isolation, aware of the reasons behind why they are being asked to do so. Additionally, advertising has a more powerful and lasting effect than simple click-thru rates. By measuring the ad’s ability to prime, communicate, persuade, and influence values and beliefs, Mobile Tip-in provides a deeper understanding of its overall value and make better marketing decisions than a white-board or simple A/B test.

Mobile Tip-in is easy to initiate. All the client needs to provide is the test advertising and a list of the mobile websites across which the ad is likely to be served. After approval of the sample target(s) and questionnaire, we take care of the rest. The test protocol involves inviting target respondents to participate in a study of mobile usage habits, inviting them to view from a series of test sites in which the test ad has been tipped-in, and completing a self-administered questionnaire that contains standardized evaluative and diagnostic questions. The framework is flexible and allows questions to be tailored to the client’s specific information needs.

Mobile Tip-in‘s unique combination of automated mobile deployment, in-context exposure, and measurement across the full communication dynamic makes it a valuable solution for fully assessing the value of mobile advertising. G&R’s expertise in analyzing and interpreting results ensures that you will get maximum learning and value from your research.

Key Benefits and Features:

• Assess viewers, not just clickers to understand the ad’s full communication value
• Real-world, relevant exposure context
• Static or fully animated stimulus
• Security protection
• Works across operating systems
• Automated set-up; easy to deploy
• Proven evaluative measures and diagnostics
• Fast results
• Norms available in all major categories, including B2B and B2C
• Fact-based insights for improving performance