Study: Mobile ads bolster moviegoer awareness

Ad-supported mobile games and applications distributor Greystripe announced the results of a mobile advertising campaign spotlighting the New Line Cinema feature The Golden Compass. According to marketing research firm Dynamic Logic, commissioned by Greystripe to monitor the campaign, mobile advertising contributed to statistically significant increases in awareness and interest in the film, with awareness of its title growing 19.3 percent and interest in seeing the picture growing 9.5 percent overall and 14.5 percent among respondents between the ages of 18 and 24. In addition, Dynamic Logic reported that respondents who identify themselves as "frequent" moviegoers use the mobile web more often than those identified as "non-frequent" movie-goers: 35 percent of regular moviegoers use their handsets to find theater and movie times, and 29 percent watch movie trailers on mobile.

For more on the Greystripe/Dynamic Logic study:
- read this release

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