Marketers Can Now Better Understand Ad Effectiveness on Mobile Apps and Across Platforms
New York, NY – Nielsen, a global provider of information and insights into what consumers watch and buy, announced the launch of 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. In the past year, the number of U.S. consumers using mobile apps nearly doubled to 101.8 million((Nielsen, July 2011-July 2012)) and mobile advertising spending is now estimated at $4 billion annually((eMarketer, December 2012)).
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.”
“Mobile in-app advertising provides an immersive, engaging environment for our customers to connect with their audience,” said Ed Haslam, SVP, Marketing at YuMe, who participated in a limited release period in late 2012. “Nielsen Mobile Brand Effect enables us to make improvements in-flight to ensure every placement generates the biggest possible impact for our clients. As more and more of our advertisers integrate mobile in their multi-screen campaigns, these brand metrics prove the value across each screen.”
“We’ve always been a Guest-focused company and we know that mobile is really the way of the future and is where our Guests live. We’re pleased that we now have a way to measure the effectiveness of our mobile media campaigns, just as we do with traditional channels,” Kathy Benning, EVP, Global Marketing, Buffalo Wild Wings.
“Connecting people to brands through their preferred media channels is our primary focus when crafting a connection strategy. Mobile offers a wealth of opportunity to connect with flexible solutions; however, it does remain an emerging platform. The effort to measure the effectiveness of our mobile media initiatives was nothing short of laborious,” said David Denham, Chief Strategy Officer, space150. “Working closely with Nielsen’s mobile dashboard has been a great market solution because it reduces the effort to measure and provides us real time insights about the business impact of our campaigns.”
“Nielsen Mobile Brand Effect helps us easily demonstrate the effectiveness of our mobile audience-buying solution to advertisers and agencies with brand-relevant metrics,” said Sean Galligan, Flurry VP of Sales and Business Development. “We’ve been able to show 40 percent lifts in awareness and preference for large, established brands – figures that clearly demonstrate the ROI on their advertising and help us build great long-term relationships.”
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.
“Mobile is a consumer’s best friend: a companion, helper, teacher, entertainer. It’s no wonder time spent on mobile continues to grow as options like apps expand and enhance the user experience,” said Steve Hasker, President, Global Product Leadership, Nielsen. “As more marketers tap this evolving medium, we’re excited that Nielsen Mobile Brand Effect will be there to help them understand how their ads resonate on mobile and across platforms.”
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.
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.