Mobilising marketing metrics
March 18, 2013 in -e.mobile
Nielsen has launched its Mobile Brand Effect tool . What does it do? It builds upon technologies used for measuring ad resonance in online display and video ads, capturing consumer sentiment through an in-app survey. It delivers performance against primary marketing objectives using brand lift metrics such as awareness, attitude, favourability and purchase intent.
“Smartphones have transformed how consumers engage with entertainment, work and each other. For marketers, mobile presents an incredible opportunity for connecting with consumers wherever they are—on the go or at home,” says Greg Stuart, CEO, Mobile Marketing Association. “As mobile in-app advertising continues to evolve, having meaningful metrics will be key to advertisers investing with confidence and this medium reaching its full potential.”