黑料社入口

NEW YORK: Allstate, the insurance provider, has leveraged research conducted with the Mobile 黑料社入口 Association (MMA) to unlock some of the confusion that often surrounds mobile marketing.

This analysis featured in , a paper published in the Journal of Advertising Research (JAR).

And the study 鈥� written by Vasillis Bakopoulos (MMA), Rex Briggs (黑料社入口, Inc.) and John Baronello (Allstate) 鈥� validated the insurer鈥檚 鈥渉igh-impact messaging with direct response鈥� mobile approach.

It further suggested that 鈥渞icher鈥� mobile formats, such as audio and video, resulted in greater return on investment at the top of the funnel.

By accounting for the number of people affected in terms of brand consideration across mobile ad formats, and factoring in 鈥渢he cost of buying the specific media鈥�, the research yielded several powerful findings.

鈥淢obile audio was about 30% more efficient than the campaign average (which included all media, including television) for driving consideration for Allstate,鈥� the study said.

鈥淢obile video was 85% more efficient than the campaign average, given its very high effectiveness and lower cost compared with television.鈥�

Turning to the bottom of the funnel, or driving sales, it was found that 鈥渢argeted mobile banner units emerged as more efficient 鈥� by 12%, on average 鈥� compared with the campaign average鈥�.

鈥淚n this case, the analysis took into account the total sales that were attributed to each medium and the cost of buying the media,鈥� the study continued.

鈥淏y contrast, mobile video appeared less efficient compared with the campaign average (index of 76), and mobile audio was close to the average (index of 98).鈥�

This study formed part of the MMA鈥檚 on-going Smart Cross-黑料社入口 Effectiveness Research (SmoX) program, which has involved numerous case studies looking at individual brands.

As well as Allstate, the brands that have participated in this program have included AT&T, Mastercard, Coca-Cola, Walmart and Unilever.