Ipsos ASIIdigital Debuts Mobile Survey Option

Ipsos ASIIdigital - a global practice within the group's ad research division ASI - has created a new platform for ad effectiveness testing on mobile devices.

New York-based Ipsos ASIIdigital was launched in July to help marketers and advertisers better understand the future of digital advertising. The team's focus is to develop measurement tools and consulting on effective brand communication in the digital, mobile, and cross-media arena.

With access to more than 100,000 respondents completing surveys on their mobile devices each month, the new approach delivers data including brand metrics, emotion, and interactivity across both tablets and smartphones.

The new tool uses Ipsos' sampling router system Cortex to passively identify respondents' operating system and mobile device and steers them to the relevant version of surveys.

Jim Forrest, SVP and US lead for Ipsos ASI|digital, comments: 'This new capability allows us to measure how well a brand's mobile communications fit within the overall campaign strategy and opens greater opportunities for brand managers to learn how to optimize its effectiveness.'

Web site: www.ipsos.com .