Vuclip reaches 45m monthly users on 5,500 different mobile handsets and Millward Brown’s analytics will enable brand advertisers to measure and optimise the brand metrics on mobile ad campaigns, allowing them to measure performance against their key marketing objectives and compare effectiveness against industry averages.

“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 recognised 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 at Vuclip.