Hasta La Creative!

Optimizing by total mobile weight increased campaign performance — either sales or other branding and conversion metrics — by 4% to 12% (not counting a puzzling outlier from Coca-Cola in Brazil where sales rose a whopping 60%). But optimizing around creative type, location or other factors such as weather increased campaign impact 7% to 25%.

The impact in one unpublished study from Subway was even higher, Mr. Stuart said. Mobile ads that the fast-feeder ran between 11 a.m. and 1 p.m. had a whopping 14 times more sales impact than those run the rest of the day, he said.

For Mr. Di Como, the key takeaway from the SMoX study of Unilever’s Magnum ice cream brand was that “context boosts content,” he said.

Continue reading at AdAge.com