Yesterday mobile video and media company Vuclip announced that it now offers a solution to evaluate mobile campaign effectiveness. Vuclip has partnered with Millward Brown, a global leader in brand, media and communications, to give brand metrics that provide 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.
Vuclip and Millward Brown recently conducted an AdIndex® Advertising Effectiveness Study to assess the success of a mobile video advertising campaign on behalf of one of India’s leading toothbrush brands. The study included respondents from the 18-45 years age groups, with 41% belonging to the 25-34 years of age category. 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 mentioned above.
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% higher among the exposed group compared to the control group, while purchase intent went up by 11.1%.
Meera Chopra, Global Head & Vice President, Ad Sales at Vuclip said,”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. 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.”