Millennial Media Launches Suite of Mobile Measurement Products

September 25, 2013  - By

millenialmediaMillennial Media has announced the launch of Omni Measurement Solutions, a suite of measurement products designed to evaluate and demonstrate the effectiveness of mobile campaigns. The new solutions will combine Millennial Media’s extensive first-party data with best-in-class third-party data sources to show the impact on key advertiser metrics driven by a campaign.

“Measurement is one of the most important issues in mobile advertising today,” said Mollie Spilman of Millennial Media. “Brands need to feel confident that the dollars they are spending in mobile advertising are truly moving the needle, and our Omni Measurement Solutions represent the most comprehensive, data rich solution at this scale in mobile advertising.”

Omni Measurement Solutions currently consists of the following products:

  • Door Open Rate – Measures the impact on foot traffic to a given retail location generated by a mobile campaign.
  • Register Ring Rate –Measures the impact in total credit card spend at a retail location due to a mobile campaign, including number of transactions per purchaser and total basket size.
  • Brand Lift Rate – Measures the impact on high funnel activities such as awareness, intent, consideration, and recall.

For every measurement product in the Omni Measurement Solutions suite, Millennial Media partners with a third party, and matches mobile IDs against exposed and control groups to judge the effectiveness of marketing campaigns with target audiences. Data analytics company Neustar and location analytics firm Placed are among the launch partners. Millennial Media will offer end-of-campaign reports that will accurately show the impact on advertiser KPIs, and give advertisers credible and qualified insights to use for future marketing efforts.

To power Door Open Rate, Millennial Media selected Placed. “The product we’re working on with Millennial Media allows advertisers to track conversions beyond the mobile device itself, and extend measurement into the physical world,” said David Shim of Placed. “By combining Placed Attribution with Millennial Media’s industry leading scale, we’re able to measure the impact on in-store visits in a way that was simply not possible before.”

Additional products will be added to the suite in the coming weeks, including a product in collaboration with comScore that measures online consumer behavior after mobile ad exposure.

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About the Author: Janice Partyka

Janice Partyka is principal of JGP Services, www.jgpservices.net, a consulting practice that helps companies with marketing strategy, including investigating new markets, ensuring product roadmaps match market needs, and creating marketing campaigns. Janice develops websites, social media, public relations and overall marketing communication. She also works as an expert witness for the mobile industry and conducts prior art searches for patent cases. Janice has served in leadership capacities in the wireless industry, leading marketing, business development, media and government relations, including serving as vice president of external affairs for TechnoCom Corporation. She briefed the Obama transition team on broadband issues. Janice was a twice-elected member of the board of directors of the E9-1-1 Institute, which supports the work of the U.S. Congressional E9-1-1 Caucus to ensure implementation of wireless E9-1-1, and she was telecom liaison to the Intelligent Transportation Society's World Congress. Janice is a frequent speaker at mobile and location industry events. Her webinars on mobile applications and technologies draw audiences from more than 40 countries. Janice Partyka is also the founder of www.majorstocareers.com, a web service that helps college students find the right major that will lead to a satisfying career. Contact: Janice Partyka at jpartyka@jgpservices.net, www.jgpservices.net. Free subscriptions to Wireless LBS Insider are available at https://www.gpsworld.com/subscriptions.