RadioShack ran full-screen ads within Greystripe mobile games to increase awareness of and purchase consideration for the consumer electronics retail chain.

The full-screen ads asked consumers to click through to find a store near them via state, city and ZIP code. Greystripe teamed up with marketing research firm InsightExpress to gauge the effectiveness of the campaign using mobile-specific research tool Mobile AdInsights.

"Based on our Mobile AdInsights analysis, the campaign that Greystripe developed for RadioShack was clearly a winner on many fronts," said Joy Liuzzo, director of mobile research and marketing at InsightExpress, Stamford, CT.

"Once again, we've seen that the mobile channel is not only effective, but can be instrumental in driving key brand metrics among important target audiences," she said.

Greystripe's mobile ads outperformed other advertising categories, such as online norms.
The research measured the attitudinal effect of mobile advertising via a test/control methodology.

InsightExpress studied RadioShack's advertising campaign on the Greystripe network from Feb. 5 to Feb. 19, with a total of 516 mobile respondents participating in the study.

Also, 285 respondents were exposed to RadioShack's mobile advertisements and 231 of the respondents were unexposed.

The RadioShack campaign delivered through Greystripe's network was able to significantly increase awareness of brand and purchase consideration amongst consumers.

The campaign resulted in 24.2 percent unaided brand awareness, up from 15.8 percent, it was claimed.

There was a 5.9 point directional increase in the percentage of respondents who agreed that RadioShack is a "Top Wireless Store," at an 86.5 percent confidence level.

Among the 25-34 year old target age group, unaided brand awareness increased 10.9 points, while the "Top Wireless Store" metric jumped 16.7 points.

The campaign outperformed mobile norms for unaided brand awareness by 2.2 percentage points.

Using Mobile AdInsights, Radio Shack was able to learn exactly which campaign elements were most successful and which audiences were most affected, such as women ages 25- 34.

The data also highlighted opportunities for both creative development and target market selection in support of RadioShack's future mobile advertising initiatives.

"Mobile AdInsights has provided the feedback we need to continue to develop highly effective mobile campaigns for RadioShack and other advertiser clients," said Jenny Burrington, director of advertising sales at Greystripe, San Francisco.

"This type of validating information has not only illustrated the success of this specific campaign, but also underscored the viability of mobile as a key marketing channel," she said.