Marketers can now better understand ad effectiveness on mobile apps and across platforms.
Nielsen has 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. In the past year, the number of U.S. consumers using mobile apps nearly doubled to 101.8 million and mobile advertising spending is now estimated at $4 billion annually.
Available 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."