NEWS26 March 2014

Fairfax Media and Millward Brown partner for mobile ad research

Asia Pacific New business

AUSTRALIA — Fairfax Media has partnered with Millward Brown to research effectiveness of mobile ads.

The media company, responsible for titles such as The Sydney Morning Herald, The Age and The Brisbane Times, will use a new Millward Brown digital effectiveness solution to measure ALDI supermarkets’ mobile advertising campaign across its mobile sites, according to Australian media news site mUmBRELLA.

The solution works by triggering an invitation to take part in a survey when a reader views an ad in a mobile browser, with a view to providing a more accurate ‘control versus exposed’ methodology rather than relying on traditional research methods of ad recall or clicking on an ad to launch a survey.

“The mobile industry faces challenges around reporting and analytics and case studies demonstrating the value of the medium are rare, said Fairfax Media digital ad development director Tereza Alexandratos. “Being able to more accurately measure the impact that brand advertising can have in the mobile space for a major retail client like ALDI is a real game changer.”