Gareth Lloyd

Currently, Gareth works with various internal teams at 24.com, providing insights that drive ad campaign effectiveness, customer acquisition and reader engagement. Gareth Lloyd is particularly interested in applying principles of behavioral economics to research and using these to develop cutting edge approaches. He is a member of the IAB South Africa research council.

24.com has carried out the biggest mobile study ever accomplished in South Africa. The study shows the power of mobile digital advertising in detail not shown before by existing campaign and performance measurements. Traditionally, campaign performance in digital is measured by focusing on reach (awareness) and conversion (purchase) related activities, with a attention being paid to clicks (CTR). This study shows the more holistic value add that mobile digital advertising provides that extends beyond the immediate measurement of clicks and conversions. A novel technological solution is used to measure these more holistic effects, showcasing the innovative and transformative power of digital.  Over and above this, the presentation will also generously share insights about how different modes of advertising (video, rich media, still images) should be used with different campaign objectives, and how messaging type can produce different brand lift effects.