Nielsen Starts Measuring Effectiveness of Mobile Ads
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Got an opinion about that ad on your smartphone? Nielsen wants to hear it.
The media measurement company is expected to announce Wednesday it will start assessing consumer sentiment regarding in-app mobile ads with its new product Nielsen Mobile Brand Effect. Now available in the U.S, it’s already being used by app analytics firm Flurry, multi-screen ad network YuMe and social game developer Zynga.
Mobile Brand Effect will bring Nielsen’s traditional brand metrics — awareness, attitude, favorability and purchase intent–to Android, iOS and Windows devices via in-app surveys. (No dice, BlackBerry.) After a user is exposed to a certain in-app ad on a smartphone or tablet, he or she may be invited to take a one-question survey about that particular brand or product.
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