I’m very much looking forward to the honor of speaking at DMA2010 and hope you’ll join my session: Campaign Strategy in Social Media, Tuesday, October 12th from 2-3 p.m, which will cover how you need to first think about the people and the activity happening in social media, before considering what kind of value you can bring to the social media table.
As an appetizer before the full meal, I thought I’d share recently announced research on the advertising potential of branded virtual goods. The study entitled: Social Activity: Driving Real World Results for Brands Study – Virtual Goods, found that branded virtual goods delivered a creative and innovative ad format that increased all brand metrics, and beat out mobile advertising norms and receipt recall (recall of receiving the item).
The key results from this first-of-its-kind research by appssavvy showed that:
- Aided brand awareness increased 44.5 percentage points to 69.8 percent;
- Mobile ad awareness increased 60.1 percentage points to 74.2 percent; and, most importantly,
- Purchase intent increased 31.5 percentage points to 62.8 percent
There’s an incredible amount of positive buzz in the advertising community about campaign strategy in social media – and virtual goods play a key role – and we think that the results of this study reinforce that. You can view the study in its entirety, including some other surprising findings at appssaavvy’s website.
Julie Nielsen, Director, Partner Development and Social Strategy, appssavvy