RadioShack Sees 8.4% Brand Awareness Increase With Mobile Advertising Campaign Powered by Greystripe : Full-screen Ad Campaign on Greystripe's Mobile Advertising Network Outperforms Mobile Norms for Unaided Brand Awareness by 2.2%

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Today Greystripe, creators of the leading in-game mobile ad network and ad-supported mobile game distribution platform, announced the results of a recent mobile advertising campaign with RadioShack. Greystripe developed the mobile advertising campaign for the leading consumer electronics retail chain to drive key brand and persuasion metrics in order to increase awareness of and purchase consideration for the RadioShack brand.

Mobile AdInsights has provided the feedback we need to continue to develop highly effective mobile campaigns for RadioShack and other advertiser clients

Methodology

Greystripe teamed up with marketing research firm, InsightExpress, to gauge the effectiveness of the campaign using the mobile-specific research tool Mobile AdInsights. The research solution measured the attitudinal effect of mobile advertising via a test/control methodology. InsightExpress studied RadioShack's advertising campaign on the Greystripe network from February 5, 2008 to February 19, 2008, with a total of 516 mobile respondents participating in the study. 285 respondents were exposed to RadioShack's mobile advertisements and 231 of the respondents were unexposed. Recruitment sites were gathered from the Greystripe mobile network and syndicated partner sites.

Results

Results from RadioShack's mobile advertising campaign indicated a significant statistical increase in unaided brand awareness from exposed respondents; awareness levels rose from 15.8% to 24.2%, for a total 8.4% increase. Additionally, there was a 5.9% increase in the number of respondents who agreed that RadioShack is a "Top Wireless Store."

Interestingly, a closer look at the brand metrics by gender revealed that the ad campaign resonated best with the female audience, as several significant metric increases were observed within this segment. The campaign also performed well with respondents ages 25-34. Among this group, unaided brand awareness increased by 10.9%, while the "Top Wireless Store" metric jumped 16.7%.

Finally, according to the study, the campaign outperformed mobile norms for unaided brand awareness by 2.2%. Compared to online campaign statistics, the mobile campaign came in 3.8% higher for brand awareness and 1.6% higher for purchase consideration.

Conclusions

The RadioShack campaign delivered through Greystripe's network was able to significantly increase awareness of brand and purchase consideration amongst consumers.

"Based on our Mobile AdInsights analysis, the campaign that Greystripe developed for RadioShack was clearly a winner on many fronts," said Joy Liuzzo, Director of Mobile Research and Marketing at InsightExpress. "Once again, we've seen that the mobile channel is not only effective, but can be instrumental in driving key brand metrics among important target audiences."

Using Mobile AdInsights, Radio Shack was able to learn exactly which campaign elements were most successful and which audiences were most affected, such as 25- 34-year-old women. The data also highlighted opportunities for both creative development and target market selection in support of RadioShack's future mobile advertising initiatives.

"Mobile AdInsights has provided the feedback we need to continue to develop highly effective mobile campaigns for RadioShack and other advertiser clients," said Jenny Burrington, Director of Advertising Sales at Greystripe. "This type of validating information has not only illustrated the success of this specific campaign, but also underscored the viability of mobile as a key marketing channel."

ABOUT GREYSTRIPE

Greystripe is the world's first and leading ad-supported mobile games and applications distribution platform. Greystripe's AdWRAP product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to download high quality games for free. The AdWRAP system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 130 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 100 AdWRAP Catalog distribution partners and through GameJump.com, its online and mobile web portal (http://www.gamejump.com/). Greystripe was named a Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

For more information on Greystripe, please visit http://www.greystripe.com.

ABOUT INSIGHTEXPRESS

InsightExpress is a leading provider of high quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media. Through its patented technologies, proprietary solutions, world-class expertise and time-tested research principles, InsightExpress transforms the way advertisers, agencies, publishers and researchers optimize their marketing activities. InsightExpress is headquartered in Stamford, CT, with offices in San Francisco, New York, and Los Angeles.

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Jenna Britton
VSC Consulting
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