New solution launched by Vuclip to measure effectiveness of mobile ad campaign
By insightVAS - Wed May 22, 11:51 am
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To evaluate the effectiveness of the mobile campaign, Vuclip has launched a new solution. In partnership with the media and communications leader Millward Brown, Vuclip provide brand metrics that give meaningful insights beyond click-through-rates. This enables brand advertisers to measure and optimize the brand metrics on mobile ad campaigns, allowing them to measure performance against their key marketing objectives and compare effectiveness against industry averages.
Reaching 45 million monthly users on 5,500 different mobile handsets, Vuclip has an unparalleled, global consumer base. This critical mass, combined with Millward Brown’s independent survey capabilities and robust analytics, allows Vuclip to analyse six metrics: top-of-mind brand awareness, brand familiarity, mobile ad awareness, brand association, brand favourability and purchase intent.
“Mobile technology has become a ubiquitous part of our lives. Anywhere in the world, consumers turn to their mobile device for instant news, videos and product information. While brands have recognized this shift from ‘prime time’ to ‘real time’ advertising, mobile metrics have not kept up with the changes. Click-through-rates reveal little about brand engagement or purchase intent,” said Meera Chopra, Global Head & Vice President, Ad Sales at Vuclip. “By partnering with Millward Brown we have found a way to successfully apply traditional TV and online metrics to mobile. This gives brands the opportunity to measure the impact of their mobile initiatives against their overall marketing goals.”
Together Vuclip and Millward Brown conducted an AdIndex Advertising Effectiveness Study. In this study respondents were segregated into two groups, one of which was exposed to a banner brand ad, while the control group was not. The study then analysed the six brand attributes.
Advertisements displayed on the Vuclip site generated favourable opinion among the online audience. Purchase intent towards the brand was significantly higher post campaign exposure. Brand favourability was 7.9 percent higher among the exposed group compared to the control group, while purchase intent went up by 11.1 percent.
Ritesh Dutt, Head Media Practice, India of Millward Brown commented, “As an industry leader, Vuclip is helping brands define success on the most important platform of our age – mobile. We are delighted that Vuclip has recognized our track record in mobile ad metrics and analysis. Through our partnership, we can help transform the way brands view mobile measurement and believe the impact will benefit the entire mobile ecosystem.”
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