|By Marketwired .||
|June 16, 2014 01:23 PM EDT||
NEW YORK, NY--(Marketwired - June 16, 2014) - 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
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.
The following files are available for download:
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
Aug. 26, 2016 02:15 AM EDT Reads: 1,925
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
Aug. 26, 2016 01:30 AM EDT Reads: 1,656
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...
Aug. 26, 2016 01:15 AM EDT Reads: 2,001
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
Aug. 26, 2016 01:00 AM EDT Reads: 1,935
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Aug. 26, 2016 12:45 AM EDT Reads: 2,237
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
Aug. 26, 2016 12:30 AM EDT Reads: 2,890
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Aug. 25, 2016 11:45 PM EDT Reads: 2,270
Aspose.Total for .NET is the most complete package of all file format APIs for .NET as offered by Aspose. It empowers developers to create, edit, render, print and convert between a wide range of popular document formats within any .NET, C#, ASP.NET and VB.NET applications. Aspose compiles all .NET APIs on a daily basis to ensure that it contains the most up to date versions of each of Aspose .NET APIs. If a new .NET API or a new version of existing APIs is released during the subscription peri...
Aug. 25, 2016 10:45 PM EDT Reads: 1,861
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
Aug. 25, 2016 10:15 PM EDT Reads: 1,708
Identity is in everything and customers are looking to their providers to ensure the security of their identities, transactions and data. With the increased reliance on cloud-based services, service providers must build security and trust into their offerings, adding value to customers and improving the user experience. Making identity, security and privacy easy for customers provides a unique advantage over the competition.
Aug. 25, 2016 09:15 PM EDT Reads: 2,191
Qosmos has announced new milestones in the detection of encrypted traffic and in protocol signature coverage. Qosmos latest software can accurately classify traffic encrypted with SSL/TLS (e.g., Google, Facebook, WhatsApp), P2P traffic (e.g., BitTorrent, MuTorrent, Vuze), and Skype, while preserving the privacy of communication content. These new classification techniques mean that traffic optimization, policy enforcement, and user experience are largely unaffected by encryption. In respect wit...
Aug. 25, 2016 09:00 PM EDT Reads: 1,694
Kubernetes, Docker and containers are changing the world, and how companies are deploying their software and running their infrastructure. With the shift in how applications are built and deployed, new challenges must be solved. In his session at @DevOpsSummit at19th Cloud Expo, Sebastian Scheele, co-founder of Loodse, will discuss the implications of containerized applications/infrastructures and their impact on the enterprise. In a real world example based on Kubernetes, he will show how to ...
Aug. 25, 2016 08:45 PM EDT Reads: 1,383
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
Aug. 25, 2016 06:30 PM EDT Reads: 1,929
Is the ongoing quest for agility in the data center forcing you to evaluate how to be a part of infrastructure automation efforts? As organizations evolve toward bimodal IT operations, they are embracing new service delivery models and leveraging virtualization to increase infrastructure agility. Therefore, the network must evolve in parallel to become equally agile. Read this essential piece of Gartner research for recommendations on achieving greater agility.
Aug. 25, 2016 05:15 PM EDT Reads: 682
SYS-CON Events announced today that Hitrons Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Hitrons Solutions Inc. is distributor in the North American market for unique products and services of small and medium-size businesses, including cloud services and solutions, SEO marketing platforms, and mobile applications.
Aug. 25, 2016 04:15 PM EDT Reads: 470