Friday, July 11, 2014

Have you taken a quiz on your mobile device yet?


Enroll America, a nonprofit coalition of groups supportive of the Affordable Care Act, was looking for uninsured leads.  To find them they worked with Qriously to create and deliver a mobile quiz. 

The  banner ads asked the question, "Why do you not have health insurance?"  Three answers were provided -- "cost", "complicated" and "lack of info."  And consumers clicked on their choice.  (Results were fairly even across the options.) 

While the responses were tallied, the more important thing was that in all likelihood those who participated lacked health insurance, so it was an effective means for reaching the target.  And, not surprisingly, 40% of consumers who answered the question clicked through to the website to learn more about health care options.  Follow-up also included one targeted ad per day for those who responded. 

Enroll America has declined to share sign-up results, but a follow-up survey indicated that they increased from 18% to 26% for those who had seen the ad. (Johnson, 2014)

So what do you think?  Have you taken a quiz yet?  Did you follow-through by going to a website?  Did they follow-through by sending you targeted emails?  Do you think this is an effective form of advertising?


Johnson, L. (2014, July 8)  How Mobile Ads Found 53,000 Uninsured Leads for Healthcare Provider.  adweek.com.  Retrieved July 11, 2014, from

4 comments:

  1. I am a bit bias, because my company (HookLogic) is working with Qriously on some exciting research! (see a blog post I wrote with them here: http://www.hooklogic.com/blog_posts/sorry-search-engines-shoppers-still-look-to-retail-sites-first/

    I do believe that the tactic works for a number of reasons. One, it's mobile friendly. People can quickly and easily answer questions with the tap of a finger. Two, it eliminates irrelevant (out of target) people from the post-quiz marketing - which lowers cost and increases efficiency for the marketer. Three, it's interactive, which makes grabbing attention much easier than something that people simply look at or read but don't touch.

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  2. I have never taken a quiz like this but as I can see it can really work. The company that does the quiz can get more attention of the target market and can also get great information from them. Doing this they can know exactly who they are talking to and in this way they can get along better with the consumers.

    Rafaela

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  3. I think it is a great idea. Firstly the company will have data. Furthermore, according to data, they can determine consumers' expectations. Moreover, the quiz make people check the company's website. If i had a quiz, i would definitely go to the website to learn more about healthcare options.

    Orkun Altinoz

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  4. Personally, I dislike pop ups and banner ads so I have yet to take any mobile quizzes like that. 40.9% is an amazing figure as usually banner ads have an average of 0.1% and mobile banner ads slightly higher at 0.35%.

    Qriously did a good job with the question structure and sequence of the ad. With lots of discussion that involve the effectiveness and intrusiveness of banner ads, this case proves that relevant ads still work especially when the message is emotional.

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