an Fransisco, CA (PRWEB) July 14, 2010 - Greystripe, the leading independent mobile advertising network, and comScore have announced impressive results from a brand lift study of a recent mobile advertising campaign for Buick. The campaign was extremely successful across all metrics, including a 21 percent lift in total awareness of Buick LaCrosse and a 35 percent lift in purchase intent. 53 percent of those exposed to the campaign recalled Buick LaCrosse mobile advertising versus 4 percent in the control group.
Buick partnered with Greystripe for the campaign to increase awareness and purchase intent for Buick LaCrosse. The campaign ran from December 2009 to April 2010 and was centered around Greystripe's Immersion Ads (formerly known as iFlash Custom ads) delivered via Greystripe's mobile ad network. The formats have recently drawn comparison with Apple's iAd format.
Greystripe's Immersion Ads provide advertisers the opportunity to engage users in a variety of ways including advergames, video, and access to a brand's mobile site. The average interaction time with the ad was 28 seconds per user. Users who engaged with the advergame portion of the Buick ad spent an astounding 2 minutes 42 seconds interacting with the ad, on average. This custom advergame was inspired by the classic Simon Says game and asked users to repeat a sequence of four flashing colors represented by the four tires of the LaCrosse. The advergame highlighted the vehicle's Stabilitrak system that "transfers power to the wheels that need it."
Other notable results from the study included a 58 point lift in awareness of Buick mobile advertising among Buick's target audience of 35 to 54 year olds with $75k+ incomes, and a 29 percent lift in the likelihood to recommend Buick LaCrosse. The ad achieved a 3.9 percent click-through-rate.
"We are so pleased with the results of our mobile campaign that we have begun working on another for the 2011 Regal," said Craig Bierley, Advertising and Promotions Director for Buick/GMC. "Greystripe's Immersion Ads delivered exceptional user engagement and significant increases in key metrics for Buick."
"These results showcase the effectiveness of Greystripe's Immersion Ads for brands and the importance of offering a highly interactive experience for consumers," said Michael Chang, Greystripe CEO. "This campaign demonstrates that mobile engagement is one of the most effective ways for brands to increase brand value and reach their business goals."
About Greystripe Greystripe is the world's leading independent mobile advertising network. Greystripe delivers the highest engagement for advertisers, the maximum revenue for publishers and app developers, and the best ad experience for users across all major mobile platforms, reaching tens of millions of mobile users.
Greystripe's proprietary advertising platform currently serves ads into more than 2,500 application titles, supporting over 1,400 handset models globally.
Greystripe was named the E-Tech CTIA award winner for the Mobile Marketing/Mobile Advertising category in 2009, AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.
Visit Greystripe at www.greystripe.com.
About comScore comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Read the full story at http://www.prweb.com/releases/2010/07/prweb4262954.htm.