Dynamic Logic Announces First Performance Averages for Mobile Branding Campaigns

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Early Research Shows that Exposure to Mobile Advertising Can Positively Shift Brand Metrics

New York, NY, August 21, 2008 � Dynamic Logic, a Millward Brown company, announces today the aggregate results of mobile branding research studies for an early look at mobile advertising performance. Dynamic Logic has completed over 30

target="_blank">AdIndex� for Mobile

research studies in the US and the UK to measure the branding effects of mobile advertising campaigns across a number of industry sectors, including alcohol, automotive, consumer electronics, CPG, entertainment, financial services, retail, telecomm, and travel. The campaigns include display ads on mobile WAP sites and downloadable mobile applications.

Comparing people exposed to the mobile campaigns to those not exposed, the initial performance averages from 21 studies suggest that mobile advertising can be an effective medium for raising brand metrics throughout the purchase funnel. An average increase of +23.9 percentage points in Mobile Ad Awareness shows that these campaigns generally cut through and grab users� attention. Average increases in Brand Favorability and Purchase Intent of +5.4 and +4.7 percentage points, respectively, support the ability of mobile advertising to change consumers� attitudes towards a brand and to drive intent to purchase.

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Part of the reason for these positive increases may be a result of the newness of the medium. People may be intrigued and pay more attention to the advertising on their mobile phone since it is presented on a smaller screen and is located in a less cluttered environment compared to the Internet.

More research and campaign analysis is needed to help marketers understand what will continue to work best on mobile devices.

�While these results are only based on a small number of campaigns and should be used for directional purposes, we realize it is important for our clients to begin comparing their mobile campaigns' effectiveness to an industry average,� says Michelle Eule, Managing Director of Dynamic Logic. �As we do more studies, we continue to build these initial averages into a normative database that can be used for a more granular look into the mobile data in the same way our

MarketNorms�

database is used for online performance benchmarking and planning.�

�Across video, WAP sites, games and applications, MTV Networks provides audiences with a wealth of mobile content and it�s exciting to gain new information around mobile�s impact on branding, so we can help our clients best leverage this rapidly growing platform,� says Kevin Arrix, Senior Vice President, Digital Sales, MTVN Networks. �These averages clearly demonstrate to marketers that mobile is an increasingly powerful medium for communicating ad messages and engaging with today�s consumer.�

"Fully understanding and evaluating the effectiveness of mobile media continues to be a challenge. From my experience with mobile, which includes work with clients such as Procter & Gamble, American Express, and Lions Gate Studios, research and insights into media effectiveness are becoming more important every day. Having initial averages to compare a campaign's performance against can serve as a guideline to what's working and what's not in these early stages of the medium," says John Hadl, CEO of Brand In Hand, a company that advises mobile companies and major brand marketers engaged in the mobile marketing arena. "While these early learnings and benchmarks are a great start, marketers need to continue testing and measuring campaign impact so these early averages can expand into a valuable benchmarking resource going forward."

*Note: These findings are based on 21 mobile ad campaigns across a variety of industries. The averages could significantly change as the number of campaigns increases, so any comparison made to them is directional.

About Dynamic Logic

Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic�s research includes: AdIndex� to test and analyze digital advertising campaigns including online, mobile, and gaming elements; CrossMedia Research� to evaluate multimedia campaigns; MarketNorms�, a syndicated ad effectiveness planning and benchmarking database; and LinkSelect for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Providence, London, Paris, Frankfurt and Hong Kong. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.

www.dynamiclogic.com

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Contact Information:

Sara Beaty
Dynamic Logic
tel: 212.844.3743

sarab@dynamiclogic.com

Christina Goodman
Dynamic Logic
tel: 212.844.3741

cgoodman@dynamiclogic.com

News Source : Dynamic Logic Announces First Performance Averages for Mobile Branding Campaigns