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April 23, 2014
Mobile is a great way to engage with even the most avid fans at sporting events. Using mobile research, Luma and Research Now illustrate how Super Bowl XLVIII advertisers can measure the effectiveness of their advertising.
During this session, we will share and in-the-moment reactions to the ads and compare them with what really happened. This was done using a brief mobile survey just as the game finished to find out how people were feeling about the ads. Within hours of the game, we had a clear picture of which ads were winning the hearts and minds of the fans. We then followed this up with a more detailed online survey to measure the effectiveness of 50 of the ads played during the Super Bowl. We collected information about the fans and the ads, and looked to social media and the market to see what happened. We wanted to find out:
Join this webcast to see how you can use mobile to add an extra layer of understanding by collecting in-the-moment reactions of viewers of the game, and how to take advantage of multimedia.
Mike Billingsley – Vice President of Client Development, Research Now Mobile
Sally Joubert – CEO, Luma Research
Georgia Phillips – Client Service Director, Luma Research