Welcome!

News Feed Item

Mobile Engagement Study Reveals Moments-based Advertising Increases Purchase Intent

Kiip, in conjunction with the IPG Media Lab, a division of IPG Mediabrands, today announced the results of the industry’s first comprehensive moments-based advertising effectiveness study. Chad Stoller, managing partner IPG Media Lab, and Brian Wong, Kiip CEO and co-founder, first unveiled at the Cannes Lions International Festival of Creativity the key findings of the study that show using rewards as an engagement mechanism during key moments within mobile applications drives superior purchase intent and brand favorability over traditional banner ads.

“Our data indicates that rewards allow brands to congratulate consumers at moments when happiness, attention and engagement levels are highest. By leveraging our insights to the marketing challenge of effective mobile media, brands can elevate points of activation in innovative and proven manners,” said Stoller.

“The data speaks for itself – rewards are a superior mobile marketing solution over banner ads. This proves Kiip creates measurable brand love by catering rewards to the context of user behavior and reaching consumers during peak moments when they’re most engaged and receptive. This is the biggest validation of our moments marketing model to date and should make any marketer relying on banner ads strongly re-consider their mobile strategy,” said Wong.

The closed study, which surveyed 1,344 consumers using the latest facial coding and biometrics technology, assessed reactions and impact for different mobile advertising on these brand metrics during moments of achievement – special times in app use when consumers accomplish a goal. This study set out to measure:

  • Emotions and Emotional Intensity at Achievement Moments
  • Consumer Acceptance of Rewards vs. Ads
  • Brand Awareness
  • Brand Favorability & Perception
  • Purchase Intent

Examples of moments of achievement include checking off an item from a to-do list, logging a workout, making a music playlist, bookmarking a new recipe and leveling up in a game. Brands from the entertainment, CPG and automotive industries provided rewards for the study.

Purchase Intent Increases with Rewards

The study showed that mobile consumers are much more likely to buy a product from a brand that offers rewards during the right moments, as compared to consumer impact through banner ads.

  1. Intent to Purchase – Rewards drove an 82 percent lift in purchase intent, while banner ads garnered only a 6 percent lift. Moment-based rewards are 14X more effective at increasing purchase intent.
  2. Widespread Appeal – Purchase intent with rewards consistently outperformed banner ads regardless of the app vertical (e.g., productivity, gaming) or industry the brand belonged to (e.g., CPG, automotive, entertainment).

Rewards Show a Positive Effect on Brand Favorability

The study found that rewards were more effective than banner ads across brand metrics.

  1. Brand Perception – Rewards consistently outpaced banner ads in boosting brand attributes (e.g., quality of the brand, respect toward the brand) in all scenarios tested. For example, rewards increased respect for a brand by 14 percent, whereas banner ads decreased respect by 7 percent.
  2. Brand Recall and Favorability – Though ads generated higher brand recall than rewards, the study found they actually hurt the brand by decreasing its favorability by 6 percent; however, rewards from the same brand boosted favorability by 10 percent.

For the full report, visit: http://labt.ag/1mSnwHt

About Kiip

Kiip (pronounced “keep”) redefines how brands connect with consumers through a moment-based rewards platform that targets “moments of achievement” in the apps people use everyday. This innovative approach to mobile marketing creates meaningful engagements driven by positive emotion between users, developers and advertisers. Backed by Hummer Winblad, Relay Ventures, True Ventures, Verizon Ventures, Digital Garage, IPG and others, the company has raised $15.4 million in funding to date.

About IPG Media Lab

The IPG Media Lab is equal parts think tank, real-world proving ground, and change enabler. We provide agencies and media operators with the power to harness emerging communication opportunities by offering expertise, resources and consulting services tailored to drive quantifiable outcomes, learnings and strategies. The IPG Media Lab is part of IPG Mediabrands, the media innovation and investment arm of IPG. For more information, please visit www.ipglab.com or follow @ipglab.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"We're bringing out a new application monitoring system to the DevOps space. It manages large enterprise applications that are distributed throughout a node in many enterprises and we manage them as one collective," explained Kevin Barnes, President of eCube Systems, in this SYS-CON.tv interview at DevOps at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
In the first article of this three-part series on hybrid cloud security, we discussed the Shared Responsibility Model and examined how the most common attack strategies persist, are amplified, or are mitigated as assets move from data centers to the cloud. Today, we’ll look at some of the unique security challenges that are introduced by public cloud environments. While cloud computing delivers many operational, cost-saving and security benefits, it takes place in a public, shared and on-demand ...
In his session at @ThingsExpo, Sudarshan Krishnamurthi, a Senior Manager, Business Strategy, at Cisco Systems, will discuss how IT and operational technology (OT) work together, as opposed to being in separate siloes as once was traditional. Attendees will learn how to fully leverage the power of IoT in their organization by bringing the two sides together and bridging the communication gap. He will also look at what good leadership must entail in order to accomplish this, and how IT managers ca...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...