Vuclip has announced that the company offers a solution to evaluate mobile campaign effectiveness. For this, Vuclip has partnered with Millward Brown 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.
Vuclip and Millward Brown have recently conducted an AdIndex Advertising Effectiveness Study to assess the success of a mobile video advertising campaign on behalf of 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 analyzed the six brand attributes mentioned above.
“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, Vuclip.
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.”
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%.
