Millennial Media enhances brand impact study services
November 5, 2008
Eric Eller is senior vice president of marketing at Millennial Media
Millennial Media, a mobile advertising networks company, has released an enhanced version of its suite of brand-impact survey targeting tools.
The tools provide more options for targeting and enable third-party brand impact studies to be conducted according to advertising research industry standards. Millennial Media claims that third-party digital marketing research companies can now simultaneously recruit control and exposed cells, providing accurate campaign analysis for brand advertisers and agencies.
"Advertisers have always relied on brand impact studies, which are now being utilized to prove the effectiveness of mobile advertising in driving brand metrics," said Eric Eller, senior vice president of marketing for Millennial Media, New York.
"These statistically relevant studies will demonstrate the value our system provides brand advertisers to uniquely identify mobile users and apply advanced targeting techniques," he said.
Mobile ad effectiveness measurement generally required recruiting the control or unexposed group prior to campaign launch in order to ensure a clean sample.
This methodology was necessary due to the limitations associated with uniquely identifying a user's exposure to an advertisement.
Millennial Media's enhancements match the standards for online brand impact studies in which unique identifiers are used to ensure the control group is recruited using the same targeting parameters as the exposed group, but never exposed to the brand campaign.
This methodology removes any potential biases that could occur from the delay between collecting the control and exposed groups.
In addition to offering more options for targeting mobile users, the new system also enables third-party brand impact studies to be conducted in accordance with generally-accepted advertising industry research standards and protocols.
Millennial Media's proprietary identification capabilities enable frequency capping to ensure an advertiser's desired audience is not over-exposed and that potential reach is maximized, the company claimed.
The tools enable both retargeting and behavioral targeting based on browsing history and third-party data.
Also, for sold-out mobile publishers, the tools provide extended audience reach for continued advertising revenue.
"The suite of enhanced brand-impact survey targeting capabilities will facilitate higher-quality measurement of mobile ad campaigns," Mr. Eller said.