Third Screen Media Measures Mobile Marketing Effectiveness with Survey Tool
Mobile advertising and marketing software provider Third Screen Media has launched a mobile advertising campaign brand awareness and effectiveness research survey called TSM|MediaEffect. The survey tool is customized to each brand and individual campaign to measure the mobile audience’s aided recall, brand awareness, competitive set, demographics, favorability, and several other consumer data.
Mobile subscribers opt-in to participate in TSM|MediaEffect directly on their mobile devices. Third Screen Media uses a control-exposed methodology to capture clean data sets and offers in-depth analysis in conjunction with a full report.
“The mobile advertising industry has seen tremendous growth as of late,” said Tom Burgess, CEO, Third Screen Media. “For the first time, agencies and their respective brands have the capability to accurately measure the effectiveness of their campaigns, adding value and validity to the mobile ad buy.”
The survey marks the first of its kind to measure mobile advertising effectiveness and was recently tested on a campaign conducted by Ogilvy’s Digital Innovation Group and its client, Lenovo.
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