Nielsen has launched a solution for measuring the ‘resonance’ of brand advertising within mobile apps. The tool forms part of the Brand Effect product suite.
According to the company, the number of US consumers using mobile apps nearly doubled in the past year to 101.8 million, and mobile ad spending is now estimated at $4 billion annually.
The new iOS and Android tool, ‘Nielsen Mobile Brand Effect’, uses an in-app survey to capture consumer sentiment and measure campaign performance against primary marketing objectives, using classic brand lift metrics such as awareness, attitude, favorability and purchase intent.
The Brand Effect suite already measures ads across TVs and PCs.
Steve Hasker (pictured), President, Global Product Leadership, Nielsen, comments: ‘Mobile is a consumer’s best friend: a companion, helper, teacher, entertainer. 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.’
Web site: www.nielsen.com .