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Click here to read the August 2008 issue of Dynamic Logic's Beyond the Click newsletter, "First Look At Mobile Performance"
*NEW SOLUTION* Understanding Mobile Advertising The emergence of advertising on mobile devices is providing a unique way for brands to connect with consumers. As with any new marketing platform, there is much to learn, and the more we learn, the more things change. Measuring how mobile display advertising works will allow marketers to understand how best to take advantage of this growing medium. Dynamic Logic has adapted its AdIndex research approach, which has been used successfully by agencies and marketers to assess the brand impact of online advertising for the past eight years, to understand the impact of advertising on the mobile Internet. AdIndex for Mobile measures the branding effects of display advertising on Wireless Application Protocol (WAP) sites. Building on our experience in measuring more than 3,250 online advertising campaigns using AdIndex, our mobile solution is designed to help advertisers, agencies and publishers measure the effectiveness of advertising and sponsorship initiatives on this new and emerging platform. AdIndex for Mobile is survey-based research that is conducted in a live, in-market environment, and run simultaneously with your mobile advertising campaign. This approach allows us to isolate the impact of the mobile ads on key brand metrics, such as Brand Awareness, Ad Awareness, Message Association, Brand Favorability, and Purchase Intent. How It Works Utilizing techniques tested and proven in online advertising research, Dynamic Logic uses a short, mobile Web survey and a control-exposed methodology to quantify the attitudinal differences between those users exposed to advertising on the mobile Web and those who are not. The two groups are invited to take a survey on their mobile handsets and fill their responses within a WAP browser. Then, their responses are compared. Research Insights
AdIndex for Mobile provides analysis and actionable
feedback that will help marketers understand
the impact of a WAP mobile ad campaign on users
through traditional brand metrics. The results will
also help you understand the demographic profile
of people who visit the WAP site.
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AdIndex ®