Nielsen launches mobile in-app ad resonance solution

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. 

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. 

Chief Strategy Officer of Space 150 David Denham said, “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. 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.”

Source: http://cablequest.org/news/new-media/item/1724-nielsen-launches-mobile-in-app-ad-resonance-solution.html