Ad-supported mobile games and applications distributor Greystripe has announced the results of its two-month US ad campaign for Yahoo!s oneSearch mobile web portal. The campaign was run in tandem with a 10- question WAP survey administered by Grail Research to determine campaign effectiveness, specifically focused on brand lift and ad recall.
Greystripe delivers full-screen ads that are wrapped around mobile games and applications. The ads are served before and after usage and are made free via Greystripes online/mobile portal GameJump.com and through its AdWRAP Catalog program.
The oneSearch ad campaign started on 19 May, and ran through 13 July. Three unique advertisements, created and powered by Greystripe, averaged an overall ad clickthrough rate (CTR) of 4.2%, which, the company notes, is considerably higher than the average rates for mobile WAP-based advertisements of 1-2%.
According to Grail Researchs analysis of the WAP study, the Yahoo! oneSearch advertisement more than doubled brand awareness to 76% in the test group over 33% in the control group. Among those who recalled seeing the ad, the keywords best, better, search and results were more prominent among the test panel than the control panel respondents. Greystripe says it 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 at 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.