online advertising effectiveness study - Mi9

online advertisingeffectiveness studySeptember 2010

Campaign & research objectivesninemsnBrandCampaignNameAgencyDurationCampaignObjectivesConsumerInsights/TargetAudienceSupportingResearchBMW Mobile siteemitch12 MonthsGenerate awareness of/interaction with the brandIncrease brochure fulfilment and test drive take-upGrow databaseTo appeal to both existing and potential BMW customers / high earning car buyersDuring Jan 2010 there was a total of 3,805 visits to bmw.com.au (the main BMW onlinedestination in AUS) from a mobile device.The breakdown:iPhone: 80.4%, iPod: 12%, Symbian OS: 3.4%, Bberry: 2.2%

Research methodologyninemsnOur offering:The BMW mobile site was introduced as part of BMW’s 12 monthmedia spend. The site ran for 12 months and introduced variousmodels from the BMW range through a phased approach. The firstiteration coincided with the lead up to the launch of BMW new X1model in April 2010 and was accessed via banners placed throughoutthe ninemsn network. Each previous version of the site wasaccessible through a menu option on the new main homepage.Consumer Insights/Target Audience:To appeal to both existing and potential BMW customers / highearning car-buyersAccording to BMW research, users viewing automotive sites on amobile device are closer to purchase than the average onlinebrowser. BMW were looking to leverage this knowledge to showcasethe range and attain opt-ins.Supporting ResearchDuring Jan 2010 there was a total of 3, 805 visits to bmw.com.au (themain BMW online destination in AUS) from a mobile device.The breakdown:iPhone: 80.4%, iPod: 12%, Symbian OS: 3.4%, Blackberry: 2.2%

ResearchninemsnOTP click throughApril 2010;PI: 57,709Clicks: 1131Total: 1.96%June 2010;PI: 75,374Clicks: 372Total: 0.49%September 2010PI: 61,146Clicks: 1125Total: 1.84%Traffic March- September2010PI: 23,009Visits: 22,475iPhone FunctionalityAs 80% of mobile usersthat visited bmw.com.auwere using iPhone device,we opted to increase thefunctionality for iPhoneusers by implementingaccordion function.iPhone FunctionalityMobile Portal OTP