Greystripe, a distributor of ad-supported mobile games, announced the results of its two-month U.S. ad campaign for Yahoo!’s oneSearch mobile web portal. The ad campaign was run in tandem with a ten question WAP survey administered by Grail Research to determine campaign effectiveness, specifically focused on brand lift and ad recall.
The ad campaign started on May 19th and ran through July 13th, 2007. Three unique advertisements, created and powered by Greystripe, averaged an overall ad click-through rate (CTR) of 4.2%, which is considerably higher than the average rates for mobile WAP-based advertisements of 1%-2%.
Grail Research found that the Yahoo! oneSearch advertisement more than doubled brand awareness to 76% in the test group over 33% in the control group, an increase of 127%. Among those who remembered seeing the ad, the keywords “best”, “better”, “search” and “results” were more prominent among the test panel than the control panel respondents. Greystripe increased consumer interest to try Yahoo! oneSearch among the test panel respondents, with 18% saying they “definitely will try”.
“We are proud to share these results with the industry because it highlights the success that brands can have in mobile,” says Erica Chriss, VP of Strategy and Business Development, Greystripe. “It also highlights that the ad-funded model for mobile content is clearly a sustainable business. Consumers appreciate the free content and are receptive to the right kind of sponsor messages.”