Nielsen launches solution to measure advertising on apps

MUMBAI: Nielsen, a global provider of information and insights into what consumers watch and buy, has launched a solution Nielsen Mobile Brand Effect 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 immediately 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.

As with Nielsen Online Brand Effect, the mobile in-app resonance solution is built around a real-time, collaborative model that allows everyone with a stake in the campaign to measure and optimize performance in-flight. The results, in total and by app, segment, lifetime performance, creative and frequency, are displayed in a web-based dashboard in real-time. In addition, the scalable nature of the solution means that a larger portion of a marketer’s ad spend can be measured and optimized.

“Mobile is a consumer’s best friend: a companion, helper, teacher, entertainer. It’s no wonder time spent on mobile continues to grow as options like apps expand and enhance the user experience,” said Nielsen President, Global Product Leadership Steve Hasker. “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.”

The launch of Nielsen Mobile Brand Effect is the latest development in Nielsen’s strategy to deliver end-to-end solutions that measure the reach, resonance and reaction to ads across platforms and around the globe. Nielsen’s TV and online Brand Effect solutions are available in the U.S. and in select markets internationally.

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