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Weve reports 39% uplift in purchase intent among consumers as its mobile ad display service launches

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By Jennifer Faull | Deputy Editor

July 1, 2014 | 3 min read

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Weve – the joint venture between EE, O2 and Vodafone – has launched its mobile ad display service following a six month beta trial which involved 15 brands including Tesco, Morrisons, Microsoft, Volvo, Halifax Lloyds and Lynx.

Although unable to share specific results for brand campaigns, Weve said the results “exceeded expectations” and in one trial in partnership Weve demonstrated a 64 per cent uplift in brand awareness and 39 per cent uplift in purchase intent among consumers aged 18-54.

The first mobile display service uses first party, verified data – which Weve says is 95 per cent accurate - at scale in a bid to offer advertisers greater certainty and intelligence in mobile advertising.

The campaigns can be targeted across numerous segments, which at launch have included age and gender-based demographics, BARB regions, social grades, supermarket catchment areas (with primary shopper data such as Female 25+) and behavioural, interest-based data for brands targeting sport, travel and entertainment products and services.

In terms of measurement, Sean O’Connell, product and technology director at Weve, said: “By virtue of the fact we know we’re serving every impression to a real person, we’re able to show clients who saw the impression, the people who engaged with it, how they are different and as a follow up campaign how they can target these people.”

Although O’Connell said simply focusing on click through rates doesn’t show the whole picture, Weve found it achieved a click-through rate of 0.8 per cent (against an industry average of 0.55 per cent) and claimed that in sectors such as technology CTR were running at double of industry average of 0.59 per cent.

A recently announced opt-out feature has been built into the service. An AdChoices icon will now appear on every display ad, both mobile and in-app, in a bid to give users greater transparency and control over targeted interest-based advertising.

Weve reported an opt out rate of 0.002 per cent against the impressions served.

The launch of the mobile display service comes as eMarketer reported that UK mobile ad spend is expected to top £2bn this year, up 96 per cent from the £1.03bn in 2013.

Nigel Clarkson, commercial director at Weve, told The Drum: “The reality is that a lot of the money going into mobile at the moment is search. The mobile display area and video content are where eyeballs are and it’s where mobile marketing money hasn’t quite moved to because you don’t have enough assurance as a brand that it’s going to the right place. All of the work we’ve done is to open that up.”

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