Oxford Style Debate: Has Marketing Taken Targeting Too Far?
In opposition to too much targeting:
Too much targeting is undermining brand equity and damaging ROI.
Gian Fulgoni – Former Chairman, CEO and Co-Founder, comScore, Inc.
Radha Subramanyam, Ph.D – Chief Research & Analytics Officer, CBS Television
In defense of targeting:
More precise targeting means more bang for the buck.
Dave Morgan – CEO, Simulmedia
Yin Woon Rani – VP, Integrated Marketing, Campbell Soup Company
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
How Far Can You Go? (before government steps in, that is)
Tim Wu – Professor, Columbia Law School; Contributing Opinion Writer, New York Times; Author, The Master Switch, The Attention Merchants, Network Neutrality, Broadband Discrimination
Recent scandals centered on Facebook, Cambridge Analytica and Russian advertising, coupled with broader concerns about privacy and tech addiction have yielded new calls for regulations that would affect the advertising business and in particular targeted advertising models. In this talk Tim Wu discusses the history of advertising regulation in the United States and the origins of its historic focus on deception, and discusses what would be likely to yield broader privacy and advertising regulation in the United States.
Events are Happening on Twitter
[Original Session Title: Twitter Changes the Live TV Sports Viewing Experience]
Pranav Yadav – CEO, Neuro-Insight US Inc.
Ali Tercek – Research Manager, Twitter
New Neuro-Insight research highlights Twitter’s impact on event engagement and ad memorability in a cross platform/multiscreen environment. TV viewership is fragmented and TV ads are easy to avoid – 90% of DVR users skip all TV commercials but when it comes to live sports, no one is skipping. Live events happen on Twitter too – people turn to Twitter to make events more engaging and also as a place to consume event content when they are away from TV, such as multi-day events like the World Cup. How does using Twitter for live events differ from viewing on TV alone?
Leveraging 6-Second Ads in Today’s World
Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience
Beth Rockwood – VP, Portfolio Research and Chief of Staff, Turner Broadcasting System, Inc.
The media landscape is rapidly changing, but one of the ongoing questions is what is the communications value of short-form ads? Headlines abound with news about cutting down ad length and pods – will this innovative format drive ad growth? Nielsen and Turner tackled this issue and asked what we can learn about 6-second ads. How is this work different from other research on 6s? This study examined how consumers experience short-form ads (i.e., 6s) and ad pods relative to traditional formats (i.e., 15s and 30s ads). Other unique elements are that these were tested in the context of media, including regular programming. This is the first consumer neuroscience study to combine multiple tools with traditional self-report.
X, Y and Z: Generational Perspectives on Privacy
Erica Ellis – Senior Director of Insights & Media Strategy, Gamut
Lane Sutton – Marketing and Employer Branding Strategist, Speaker and Student
Elizabeth Tarpinian – Consumer & Market Insight, Senior Director, Unilever North America
Moderator: Jacquelyn Salnek – VP, Client Service, Regional Lead, Media & Digital Practice, Kantar Millward Brown
JS: Is data privacy and security less of a concern among millennials than non-millennials?
LS: Millennials are more open about sharing their information. Digital natives have been using social networks since they were 13 years old.
ET: Millennials want something back in exchange for receiving targeted messaging. I’m open for now, but if you cross the line, I can be vocal about it.
EE: Millennials are numb to data breaches because there are so many of them. Gen Z grew up with breaches. There is a feeling of betrayal.
Building Brands: Heavy Buyers or Non-Buyers – The Debate Goes On
Leslie Wood – Chief Research Officer, Nielsen Catalina Solutions
Rachel Kennedy – Associate Director, Product Development, Ehrenberg-Bass Institute
The industry has oversimplified messages from Ehrenberg-Bass Institute and Nielsen Catalina Solutions on the question of who do you target in your advertising? The answer: neither and it depends on brand characteristics, strategic choices, who resonates with the brand/ad, etc. To resolve this issue, EBI and NCS got together to provide nuanced combined approach.
Opening Remarks – Day 1
Scott McDonald, Ph.D. – President & CEO, ARF
Audience Measurement, in its 13th year, is one of the ARF’s most popular conferences because it offers solutions in addition to shedding light on problems. For example, at last year’s main stage, a comment on the need for ingredient-labeling for data led to a partnership with the DMA and CIMM to bring it to life. We are currently at the proof of concept stage for scalable tools to accurately assess datasets in the market right now. A report will be announced by Fall.
The Most Important Audience Is the One You Already Have
Nishat Mehta – President, IRI Media Center of Excellence
Owned media platforms provide an opportunity for unique connections in a fragmented landscape. Why owned media? For CPG brands, owned media program members: buy your brand 5% more often; spend 14% more on your brand; and are 36% more likely to stay engaged with your brand. Knowing your members and personalizing their experience pays off as owned members are often price-sensitive, but not always low-income. They will still buy the competition but a rising tide raises all boats, and increase in category buying means more opportunities to capture share in the future. Additional long-term value: CRM programs drive lower brand attrition, higher retention, and higher acquisition rates.
The Future of TV’s Currency and Measurement
Linda Yaccarino – Chairman, Advertising & Client Partnerships, NBCUniversal
Dave Morgan – CEO, Simulmedia
NBCU is used to competing against legacy media companies, but now, they must learn to compete against Apple, Google, Amazon, Facebook. To meet these changes and challenges in the industry, TV needs to get smarter through monetization, data capability, and measurement. The industry should not be tied to legacy measures or back office systems if they are not in step with the dynamic changes in consumer behavior.
Nielsen’s View on Media Measurement
Megan Clarken – President, Watch, Nielsen
Scott McDonald, Ph.D. – President & CEO, ARF
From capturing subscription-based streaming to out-of-home audiences, Nielsen continues to drive innovation to follow the consumer and their evolving media consumption habits. Scott McDonald interviewed Megan Clarken to discuss Nielsen’s continued transformation to capture consumption across the expanding media landscape, and her view of the way forward as the industry grapples with advanced TV advertising, audience-based buying, walled gardens and the shift toward measuring attention and reaction metrics.
The Future of Media: An Epic Battle
Laura Martin, CFA & CMT – Senior Analyst, Entertainment & Internet, Managing Director, Needham & Company, LLC
What is Wall Street’s perspective on the battle between the FAANGs (Facebook, Amazon, Apple, Netflix, Google) and the TV industry? FAANGs are huge, with their market cap dwarfing those of TV and Telecoms. Being mobile-based, they have also grabbed global market share with younger audiences. The key advantages of the TV ecosystem: storytelling excellence and ability to connect emotionally. A “dirty little secret” is that all FAANGs advertise on TV, so they know its value even if they talk it down. Additionally, most SVOD money ends up going back to the legacy media through licensing or production.
An Evolving Arena: Program Currency and Measurement
Lisa Heimann – SVP, Multiplatform Research, NBCUniversal Media, LLC
James Petretti – SVP, U.S. Research and Analytics, Sony Pictures Television
Moderator: Will Kreth – Executive Director, Entertainment Identifier Registry (EIDR)
Programming is a form of currency as well as ad revenue. Understanding how programming works on different platforms is critical to the ecosystem. Look at the opportunities to put your ads in the right programs. There’s a need to understand from the programming side, how does someone discover a program and continue to watch that program?
An Agency Perspective: The State of Media
Lyle Schwartz – President of Investment, GroupM North America
Interviewer: Joe Mandese – Editor in Chief, MediaPost
This fireside chat touched upon the role of research in advertising, the media measurement and investment landscape today, and what it all means.
Opening Remarks – Day 2
Scott McDonald, Ph.D. – President & CEO, ARF
The ARF Ethics Initiative launched at CONSUMERxSCIENCE in March of this year. A Town Hall meeting in April drew 300+ participants. This conversation will continue today with Tim Wu. The decision on rescinding the ARF David Ogilvy Award from Cambridge Analytica is still pending as the facts are still murky, and there is an ongoing investigation. The ARF is empirical at our core, and we are reluctant to rush to judgement.
Due process and evaluation of evidence is important – however, the ARF has proceeded in writing our own code of ethics with a focus on PII and data privacy. The ARF Code of Ethical Research Conduct includes principles of honesty, integrity, transparency, chain of trust, applied to research participants, clients, profession, and public. Sector-specific codes include: passive behavioral data, neuro, sensor and biometric data, location-based data.
The draft of this code started with a review of 40 different codes of ethics from associations and others. The review of these industry codes raised the question of whether these companies had done any consumer research on the issue. The ARF feels that this might be a good avenue to explore. A survey of American attitudes toward PII and digital data privacy was sent out.
The Missing Link: Measuring TV Ad Effectiveness in Driving Real Business Outcomes
T.S. Kelly – SVP, Research, Alphonso, Inc.
Alphonso provides live, real-time TV viewing data on what people watch, and what they do after an ad exposure, using ACR for ad occurrences and exposures. Capabilities include connecting TV brand exposures to business outcomes – can be used for TV audience retargeting, frequency extension; conquesting; or OTT targeting. The analytics they have include in-store visits, purchases, CPG categories, Auto lease/purchase status. Location can be tied to daypart of exposure, creative length, or TV Network of exposure.
Reach & Frequency Balance: How to Get It Right in the World of Advanced Television
David F. Poltrack – Chief Research Officer, CBS Corporation; President, CBS VISION
Radha Subramanyam, Ph.D. – Chief Research & Analytics Officer, CBS Television
Ad buyers have always had to trade-off between reach and frequency. A five-year research program to capture the full value of TV for advertisers has revealed the following guidelines:
6 Second Ads: Who, How & When to Use
(ARF 2018 Primary Research)
Paul Donato – Chief Research Officer, ARF
Dan Schiffman – Co-Founder & Chief Revenue Officer, TVision Insights
The ARF partnered with TVision to document who is using short ads, how are they using them and what might be best practice for using them. In the digital space we know they have the greatest impact, generally measured through recall among millennials, but some research suggests that to persuade someone or for message effectiveness it takes longer. The current research focuses on linear television in a real-world setting.
Consumers, Cross-Platform & Trust
Bryan Wiener – CEO, comScore
Interviewer: Jason Lynch – Senior Editor, Television, Adweek
As the newly appointed CEO of comScore, Bryan Wiener provided his perspective on how the company plans to lead the industry in a world where consumer behavior is increasingly cross-platform, and trust is the most powerful currency.
Taking Stock of Online-Offline Metrics
Curated by ARF’s Cross-Platform Council Working Group on Online-Offline Measurement
Risa Becker – SVP Research Operations, GfK MRI
Josh Chasin – Chief Research Officer, comScore, Inc.
Jessica Hogue – SVP, Digital Client Solutions, Nielsen
T.S. Kelly – SVP, Research, Alphonso, Inc.
Steven Millman – Chief Scientist, Simmons Research
Chris Squires – Sr. Director of Products, Samba TV
Charles Buchwalter – Independent Consultant, Buchwalter Media
In 18 years, digital ad spend far outpaced TV spend – but things are seldom what they seem. For instance, digital viewing of live linear TV is still very small – counter to what’s been written about in the press. There’s a need for comparable apples-to-apples metrics so that we are telling the truth about what’s happening. The ARF’s Cross-Platform Council’s Working Group aims to create the definitive overview of current leading approaches to integrating the measurement of online and offline. In pursuit of this goal, the group surveyed eight companies about what media they track and what metrics they use. The Council found that there are lot of metrics but not much overlap. In this session, Nielsen, Alphonso, Samba TV, GfK MRI, Simmons Research, and comScore presented on their respective cross-platform offerings and methodologies. They also addressed top issues and challenges in cross-platform measurement.
TV Everywhere: How Your Advertising is Working on Every Screen
Edward Kim – VP, Strategy, Nielsen Catalina Solutions
Gilbertson Cuffy – Director of Digital Marketing, Pepsico
Jessica Chonody – VP of Ad Sales Research, AMC Networks
Rather than TV vs. Digital, it’s how advertising works across TV+Digital. Viewing behavior is shifting – back in 2014, 2/3 of TV viewership preferred set-top box, now it’s online. TV is more digital like with data-driven linear TV, addressable TV, and OTT/Connected TV. Advertiser challenges: Complex video ecosystem is hard to measure. They have more ways to place video commercials, but quality can be inconsistent. How can they measure the impact of their cross-screen campaigns in relation to sales?
Omnichannel Sales Insights: Bridging the Online to Offline Divide
Emily Ray – Director of Data Operations, Oath
Carl Spaulding – EVP, Product & Strategy, Nielsen Catalina Solutions
Janelle Bowman – Director, Insights & Planning, Kellogg Company
Kyle Brennan – Programmatic Associate, Anheuser-Busch
Digital advertisers have traditionally been able to optimize conversions based on digital data, but this has been a barrier for CPG companies, who had to use proxy KPIs for inflight analysis for offline sales. Oath’s inflight sales analysis (which matches user lever cross-platform digital exposure and Nielsen Catalina Solution’s household in-store product purchases) offers a way to apply learnings for campaigns on a weekly basis to complement post-campaign measurement. To validate this approach, an A/B test was conducted, which showed that inflight sales based optimizations drove 29% higher ROAS than performance optimizations alone.
Audience Transparency through CN1
Donna Sabino – VP, Ad Sales and Custom Research, Condé Nast
Jim Collins, Ph.D. – SVP, Research GfK
James Muldrow – Sr. Director, Product Management, comScore, Inc.
Measurement competitors came together to paint a complete picture of a cross-touchpoint audience for Condé Nast. CN’s brand community is 65 million and growing. It includes magazines/tablets/smartphones, Web, apps/e-readers, newsletters, radio shows/podcasts, streaming TV series, events, books and licensees, and followers across social media.
The Future of Media
Cord Cutters: Reaching the Unreachable
Dan Robbins – Head of Ad Research, Roku
To better understand the state of cord-cutting, and how to connect with the new TV viewer, Roku surveyed 14,000+ Roku homes about cable behaviors, attitudes, and preferences. Each survey response was appended with second-by-second OTT streaming data. Also, over 20 homes were subjects of one-on-one interviews.
Presentation not available.
Ground Truth: Upgrading Survey-Based Audience Measurement
Bob Wood – VP of Research, Resonate
Bob Wood opened by discussing several types of audience measurements using surveys, both offline and online. Resonate does a continuous survey that ties together a survey and cookies to observe and predict.
Feed & Stories: Capturing Attention and Driving Results on Instagram
Shawn Baron – Marketing Science Partner, Facebook
Vicki Molina-Estolano – Consumer Research Manager, Facebook
This paper discussed the differences between Instagram Stories and the Instagram Feed, and how those differences can impact how a marketer creates and uses Stories. Facebook did a quant survey with 2,400 daily Instagram users and a qual diary study with 40 daily Instagram users.
How Viacom Uses AI to Optimize Social Campaigns
Matthew Moocarme – Sr. Data Scientist, Viacom
Accurate predictions lead to a good plan, which leads to efficient execution, which leads to a happy client. Viacom analyses their social data in aggregate, they have 960 handles across the major social platforms.
Don’t Be Short-Sighted: Long-Term Value for Brand Building
Jim Greco – Sr. Director, Data Science, Oracle
Oracle’s DLX ROI is a people-based measurement of ad campaigns:
- Oracle ID graph matches online and mobile IDs
- Campaign exposure is matched to CPG transaction data from loyalty cards
- A/B tests show incremental impact.
Paying (for) Attention: Using Eye Tracking at Scale to Put a Price on Visual Attention
Mike Follett – Managing Director, Lumen Research
Attention to advertising has an impact on ROI. Lumen measures what people actually see vs. what they say they see across a wide range of media. Opinion is not the same as actual engagement. Use eye-tracking to see how people actually interact with ads and what they do as a result of those ads.
Seeking Clarity on Campaign Measurement
Earl Bless – Researcher, Brand and Marketing Impact, Intel Corporation
Christina Flint – Researcher, Digital Marketing and Media, Intel Corporation
Edwin Derks – Sr. Marketing Analytics, Intel Corporation
The Intel team presented learning from Intel’s 2017 research on campaign measurement methodologies. These insights are from a yearlong “research on research” study to determine the strengths and weaknesses of campaign impact.
The presenters provided background on Intel, explaining that although the company is known for microprocessor chips, the company is also involved in autonomous driving, artificial intelligence, etc.
There is not one best method for campaign measurement. Among the characteristics of a best method would be: consistency; eliminates or minimized bias; measured cross-channel impact; ability to optimize media.
Three research methodologies used to test two 2017 campaigns involving two TV bursts + digital media: Passive (TV and digital); TV OTS (opportunity to see) and passive digital; stated recognition.
Influencers and Consumer Trust on Social Media
Mukta Chowdhary – Director Strategy and Insights, Fullscreen
Tania Yuki – Founder and CEO, Shareablee
Fullscreen and Shareablee partnered to understand how digital influencers performed and the differences in those performances. It is important for brands to know how consumers perceive these influencers when selecting an influencer to represent them and for campaign planning and evaluating results on YouTube, Instagram, Facebook, Twitter and other forms of social media.
Measuring the High Consideration Visitor
Cree Lawson – CEO, Arrivalist
Cree Lawson, CEO of Arrivalist, began his presentation describing the “high consideration” customer which he defined as a consumer that is about to buy a big ticket item or a complex product that requires more research/time, such as the auto consumer.
Carrier Data: The Key to Verified Location Data
Maria Domoslawska – VP, Insights, Ericsson Emodo
Ogi Radic – VP, Business Integration, Spark Foundry
This presentation discussed what current trends are happening in location data, what is data accuracy, and the recent ability to utilize carrier data.
Data quality is lacking across the entire ecosystem. Media verification is critical in today’s campaign. In fact, 80% of agency and marketing professionals say that data quality is the single most important consideration when using location targeting data.
Validating the “Data” in Data-Driven Marketing
Luke McGuinness – General Manager of Data Store, LiveRamp
Why do marketers use data? They want more insights, better targeting, but really at the end its marketing efficiency. When it comes to using data, anything that eliminates waste is good. However, there are challenges for data buyers – there are more data companies now than ever with 150 data providers in the data store and growing. By 2020, there will be 80 billion devices, which means more and more companies are in the data world – sharing or monetizing it. if you are data buying, it is daunting – there is so much, how to know which one to pick?
Go Beyond Creative and Budget to Drive ROI
Brian Laverty – Sr. Manager, Turner
Sunil Soman – Sr. Director, Measurement Innovation, Turner
Turner performed a meta-analysis of previous MMMs and ROI analysis for multiple brands, analyzing drivers by category vertical to explore traditional and nontraditional drivers of ROI. They used a gradient boosted regression tree model to identify drivers of ROAS. Their sample covered 11 different categories and looked at targeting and native marketing. Data sourced: Nielsen Mix for both CPG and non-CPG clients; Analytic Partners’ ROI Genome; Kantar Milward Brown’s Global Link Database.
Knitting Data to Create a Brocade of Strategic Insights
Preriit Souda – Consultant, Data Science & Strategic Insights, Independent
Limited information is available from a tweet and a picture. However, the integration of textual data from social and digital channels with image, location, weather, geographic sales data, ethnic histories, and demographics provides strategic insights. Data + metadata + external data=derived strategic insights.
This integration can be achieved via a data linkage framework. This framework knits together social and digital data with all its available metadata, enabling the development of derived, strategic insights.
Privacy in the Age of Big Data
Frank Pecjack – SVP, Statistical Analysis, comScore, Inc.
How do you support granularity but protect privacy and be good stewards? This presentation discusses evaluating the use of atomic level of aggregation that ensures individual privacy but allows for the flexibility of user profiles.
Data is the New Oil, But Our Insights Are Crude
Joe Zahtila – SVP, Lucid
The data “supply chain” consists of Harvest / Aggregate / Prepare for Sale / Activate. But what can go wrong? The data can be too late, have bad inferences, bad behavior, not human, not contactable, or poor audience definition. Bad data equals wasted data spend, media spend, bad attribution, and bad ROI.
Psychographic Driven Tune-in Targets for Higher ROI
David Algranati – SVP, Product Management, comScore, Inc.
Steven Millman – Chief Scientist, Simmons Research
Bill Harvey – Founder/Chairman, Research Measurement Technologies, Inc.
The challenge is that most advertising is still based on simple targets such as known customers or targets. There is an opportunity to move to psychographics to improve performance.
This study used the comScore/Simmons fusion to analyze the drivers of TV tune-in, using comScore’s TV data, Simmons psychographics, and RMT’s DriveTags. The predictive power is 3x higher using Simmons and DriveTags than comScore alone.
TV shows have a much higher contribution to predicted behavior from psychographics than categories like Food, Alcohol, or Retail.
They are working on an AI fusion among the three data sources.
Finally Closing the Loop on Digital Targets
Karen Ramspacher – SVP, Innovation & Insights, GfK MRI
Bryan Donovan – VP, Data Strategy & Acquisition, Acxiom
Elizabeth Hair, Ph.D., M.A. – VP, Truth Initiative Schroeder Institute
MRI and Acxiom have donated time and resources to helping the Truth Initiative in its new effort fighting opioid addiction. From their tobacco work, Truth can show ad awareness is causally linked to targeted attitudes and intentions. Teen smoking has dropped from 23% to 9% during their campaign. Lessons learned from the tobacco work:
Video Impact: Value of Mass Marketing vs. Targeting
Guido Modenbach – Managing Director, SevenOne Media
Gerald Neumueller – Director, Research, SevenOne Media
Targeting or mass marketing? The promise of targeting is that it avoids waste by reaching only relevant consumers. But the school for mass marketing argues that “brands should always think about inclusion first, rather than exclusion” (Byron Sharp). How can we draw a fair comparison? Is the same ad just as effective in digital or online media as on broadcast TV?
Constellations Brands Achieves Outstanding Results with In-Flight Optimization
[Original Session Title: Accelerate Personalization with Audience Optimization]
Jennifer Pelino – SVP, Omnichannel, IRI
Justin Petty – SVP, Media Solutions and Product Management, IRI
Research shows that claimed purchase is reported incorrectly as often as 40% of the time. Consumers don’t remember the details of habitual behaviors, and when marketers go to activate personalized messaging, challenges abound. Overcoming these challenges can be solved through data, connecting consumer groups to in-store behavior. IRI Verified Audience provides segments upon purchase behavior known with 100% certainty with the world’s largest passively collected database of uniquely verified HH purchase behavior. A case study of in-flight audience optimization showed 12.5% sales lift, driven primarily by increasing penetration.
INTENSITY as the “3rd Dimension” of Media & Marketing Effectiveness
Jason Molina – Director, Engagement, Planning & Strategy, Fullscreen Media
Reach and frequency are no longer sufficient in the media planning process. Intensity is the missing critical dimension. The intersection of attention, engagement and emotion leads to brand intensity, which has the potential to deliver a powerful impact. Additionally, strong influencers positively impact brand intensity measures.
Although time spent is shifting to digital, it also has its challenges including consumer avoidance. On the positive side, consumers engaging with brands on social and via personalized brand experiences have strong brand involvement.
Fullscreen’s proprietary research demonstrated that intensity exists, and there is a need to track brand intensity since it delivers impact. This research helps marketers think differently about how they measure their campaigns. Future research will include analyzing the impact of brand intensity on ROI.
Latest Science Analyzes Retail Sales by Share of Voice
James Fennessy – CEO, Standard Media Index
Bill Harvey – Executive Chairman, Bill Harvey Consulting
Ben Tatta – Co-Founder & President, 605
SMI gets actual ad spend from all agencies for all media. 605 gets TV viewing data with matching data rights to all that data. The calculation for ROI or ROAS is (total brand sales attributed to ads) divided by (brand ad spend).
Each new medium added to a campaign adds sales lift until saturation.
In their measurement project, the average return was $2.72. Brand A had $4.07, Brand B had $3.20, and Brand C had $1.48. Brand B bought market share by four years of increasing its share of voice. But to their calculations, it could have gotten more by using a more optimal media mix.
Measuring the Effectiveness of TV Brand Campaigns
Ben Tatta – Co-Founder & President, 605
605 does audience analytics, media planning and optimization, measurement & attribution.
- The funnel tends to focus on sales.
- There is no direct linkage between brands and sales KPIs.
- Slow reporting.
Big Screen + Small Screen
Gregory Capello – SVP, Marketing, Kargo
Media consumption is changing across TV and mobile video. How to best make them work together? To answer this question and to provide additional research, Kargo partnered with MediaScience to conduct a study comparing the impact of various sequences of TV and mobile video advertising. Participants saw three different types of ads: 30s TV, 30s pre-roll videos, and 6s outstream videos. Measurement consisted of visual attention, biometrics, as well as survey responses.
A Fresh Approach for Assessing Mobile Ad Effectiveness
Bryce Quayle – SVP, General Manager, LRW
Karen Ring – Head of Research/Insights, Telaria
A case study that offers new approaches to assessing advertising effectiveness on mobile devices and, in particular, on mobile gaming as an advertising platform was presented. The challenge is that there are certain prejudices against mobile games as a broad reaching advertising platform. So, the primary objective was to demonstrate the impact of brand advertising within gaming apps to prove that Gaming is an effective environment for advertisers.