•  

Mobile In-App Ad Resonance Solution

5 June 2013

Marketers can now better understand ad effectiveness on mobile apps and across platforms by the mobile in-app ad resonance solution from Nielsen. In the past year, the number of U.S. consumers using mobile apps nearly doubled to 101.8 million1 and mobile advertising spending is now estimated at $4 billion annually2.

Nielsen launched a solution that measures the resonance of brand advertising within mobile apps. Nielsen Mobile Brand Effect debuts amid continued adoption of the mobile app environment by both consumers and advertisers. Available immediately in the United States, Nielsen Mobile Brand Effect is the latest addition to the Nielsen Brand Effect product suite, which already measures ad resonance across TV and computer browsers. Building upon the technologies and best practices utilized for measuring ad resonance in online display and video ads, Nielsen Mobile Brand Effect captures consumer sentiment through an in-app survey and delivers performance against the primary marketing objective of the campaign using classic brand lift metrics such as awareness, attitude, favorability and purchase intent. The solution works across mobile operating systems, including Apple iOS and Android.

“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,” said 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. We applaud the development of solutions like Nielsen Mobile Brand Effect that help advertisers understand the ROI of their mobile ads.”

"Social games are an immersive entertainment experience and a great place for brands to reach consumers,” said Julie Shumaker, VP of Global Brand Sales, Zynga. “By collaborating with Nielsen and leveraging its mobile research products, we are able to demonstrate Zynga’s impact in helping brands hit their campaign objectives. In Nielsen, we have a key ally in quantifying the true value we deliver in mobile."

As with Nielsen Online Brand Effect, the mobile in-app resonance solution is built around a real-time, collaborative model that allows everyone with a stake in the campaign to measure and optimize performance in-flight. The results, in total and by app, segment, lifetime performance, creative and frequency, are displayed in a web-based dashboard in real-time. In addition, the scalable nature of the solution means that a larger portion of a marketer’s ad spend can be measured and optimized.

The launch of Nielsen Mobile Brand Effect is the latest development in Nielsen’s strategy to deliver end-to-end solutions that measure the reach, resonance and reaction to ads across platforms and around the globe. Nielsen’s TV and online Brand Effect solutions are available in the U.S. and in select markets internationally.

ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.


Referenties

marc4
"Nyenrode Business Universiteit likes to work with Realimpact. The specialists of Realimpact were a factor that made the difference for Nyenrode Business Universiteit."
- Marc Dreuning, Marketing Nyenrode

Onze specialisten

Gerbrand van Barneveld
Advisor Online Marketing
gerbrand
Realimpact BV
Louise Michelstraat 4
6843TB Arnhem
Tel: +3126-2100202

Realimpact DE
Hauptstrasse 22
39393 Gunsleben
Duitsland
Sitemap | Copyright © Realimpact