Millennial Media believes it has the secret sauce to accurately determine whether mobile brand advertising is doing its job.
Millennial Media today introduced its enhanced brand-impact survey targeting capabilities. Besides providing more options for targeting, Millennial Media’s system enables third-party brand impact studies to be conducted according to advertising research industry standards, the company said.
Measuring brand impact in mobile can be done similar to how it’s measured in the traditional ad world, said Eric Eller, senior vice president of marketing.
Millennial works with third-party marketing research companies, such as InsightExpress and others, to set up control and exposed groups. The control group hasn’t seen the ad; the exposed group has seen it. Those who have seen the ad are asked questions to determine how much impact the ad has on them, and that’s compared to the group that hasn’t seen it.
The key is Millennial can run the two groups simultaneously. Millennial has run about a dozen such studies over the last year or so. “We’ve seen a lot of great results,” Eller said.
What Millennial boasts is an underlying technology that offers the ability to identify unique mobile users over time and make a decision whether to put someone in a control group or allow them to see an ad. Usually, researchers need to gather their control group a week or so prior to the running of an ad. Millennial’s technology removes that requirement in a way that’s designed to lead to more accurate and meaningful analysis for brand advertisers and agencies.
Eller acknowledged there’s no guarantee that someone’s eyes will land on a mobile banner ad, but the small size of the mobile screen makes it likely they will compared with the larger screen on a desktop.
The intent behind introducing its survey-targeting capabilities is to continue to build confidence with advertisers that mobile is the medium they can rely on, he said.
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