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NEWS24 September 2013

Millennial taps analytics partners for mobile ad measurement

Data analytics North America

US — Millennial Media is partnering with analytics firms Neustar and Placed in an effort to bolster its mobile ad measurement capabilities.

Working with these two companies, Millennial plans to assess how effective mobile ad campaigns are at driving store foot traffic, sales and brand lift.

To produce these metrics, Millennial with match mobile IDs against exposed and control groups. Placed, for instance, will provide mobile location data so Millennial can see whether consumers who have seen a mobile ad then visit an advertised location.

“We’re able to measure the impact on in-store visits in a way that was not possible before,” said Placed CEO David Shim.

The measurement tools are being made available as part of the Omni Measurement Solutions suite. Millennial’s executive vice-president of marketing, Mollie Spilman said: “Brands need to feel confident that the dollars they are spending in mobile advertising are truly moving the needle.”

@RESEARCH LIVE

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