BrandBoost value exchange ad model instrumental in driving brand lift
WildTangent Media today announced that the brand lift results of its advertising campaigns for online games are far exceeding industry averages. Recent brand studies conducted by Vizu, a Nielsen company, have found that WildTangent’s digital advertising solutions, including its BrandBoost™ ad platform, are driving brand lift for advertisers that significantly beat market norms. Market norms allow advertisers to benchmark their campaign’s performance against thousands of different online advertising campaigns as measured by Vizu.
One of the brand studies was conducted for Post Foods. In conjunction with Harmelin Media, WildTangent recently executed a campaign to help increase awareness for Post Pebbles Treats. “Digital continues to be a core channel for growth on our Post Pebbles business,” said Jennifer Mennes, director of media and public relations at Post Foods. “Focusing our placements with key partners, like WildTangent, has shown double digit lifts in awareness and purchase intent.”
Over the past 12 months, WildTangent Media has worked closely with Vizu to measure the effectiveness of its brand advertiser campaigns. WildTangent’s advertising campaigns delivered the following aggregated results—all significantly above Vizu market norms:
- Brand Awareness – WildTangent’s brand lift across all Awareness campaigns was 24.2%.
- Purchase Intent – WildTangent’s brand lift across all Intent campaigns was 42.9%.
- Consumer Packaged Goods Category – WildTangent’s CPG campaigns resulted in a 34.8% brand lift.
“I’m continually impressed with the outstanding results we see for WildTangent Media,” said Jeff Smith, CMO & SVP of Client Services at Vizu. “Their brand lift metrics consistently perform well above our Vizu market norms which is a tribute to their highly engaged audience and their standout creative ad solutions.”
“The Vizu results demonstrate the strength of our value exchange advertising model,” said Mark Donohue, senior vice president of WildTangent Media. “With BrandBoost and our other products and solutions, we can provide brands with a highly engaged audience across desktop, social, and mobile platforms. Advertisers enhance the game experience by unlocking items and trial gameplay – this leaves a favorable impression on the audience and consistently lifts the brand perception. It’s a winning situation for everyone, which is the key to our success.”
Brand lift refers to the increase in the primary marketing objective, for example, awareness, favorability or purchase intent, for those exposed to a brand ad campaign compared to a control group who have not been exposed to the ad campaign. Brand lift is measured across advertiser categories like consumer packaged goods (CPG), retail, entertainment, or automotive.
WildTangent (www.wildtangent.com) operates a cross-device games service that allows consumers around the world to access games through one convenient Games App. Fueled by our digital currency, WildCoins, and a proprietary ad platform, BrandBoost, the service delivers consumers with the most cost efficient way to play games. Consumers can play premium games for free courtesy of brand advertisers, rent games for a fraction of the retail price with 100% of rental going toward the ownership, or buy them outright. The service also offers social games and free online games. Players can purchase in-game items at discounted rates with WildCoins or receive them as gifts from advertisers.
WildTangent Media is a digital media advertising platform that connects brands with a highly engaged audience of 175 million consumers monthly across desktop, social, and mobile platforms. Powered by ad products that consistently perform above industry norms and a growing portfolio of 3rd-party game developers, WildTangent Media offers consumers the chance to invite brands into a digital experience they’re really enjoying. And in return, they get something they want. Like virtual goods, free play, or premium content, all in the name of an advertiser’s brand. It’s a “value exchange” approach, where consumers get the rewards they want, instead of interruptions—and where brands make a lasting impression.
WildTangent Media’s digital advertising solutions have been adopted by premium publishers like PopCap Games, Sony Online Entertainment, and DreamWorks, and are utilized by major global brands like Coca-Cola, Unilever, Procter & Gamble, Microsoft, Kraft, Levi’s, and others in a variety of brand verticals.