Thursday, June 7, 2007

InsightExpress Launches Mobile AdInsights; Ad Infuse First to Provide New Standardized Media Measurement Offering to Mobile Industry

STAMFORD, Conn.--(BUSINESS WIRE)--InsightExpress, a leading online market research firm, and Ad Infuse, a leader in enabling personalized mobile advertising, announced today that InsightExpress will provide access to its new mobile media measurement solution, Mobile AdInsights, to Ad Infuses client base. This groundbreaking offer marks a new and much-needed movement towards standardization of mobile media measurement.

The burgeoning mobile advertising market is expected to explode over the next five years. eMarketer estimates that worldwide spending on mobile advertising will jump from $1.5 billion in 2006 to $13.9 billion in 2011. In the US alone, spending is expected to grow from $421 million to $4.8 billion during this time.1

By providing the mobile industry with access to Mobile AdInsights, a best-in-class research solution, Ad Infuse and InsightExpress will help advertisers, publishers and carriers determine essential success metrics for their advertising campaigns. This innovative approach will allow industry players to better measure and understand ROI, resulting in more powerful and effective campaigns and the smarter allocation of advertising dollars.

Building upon its powerful online media measurement methodology, Mobile AdInsights offers a recruitment technique for the mobile device which provides clean control/unexposed and test/exposed groups for measurement. Both the control and test groups are delivered a brief questionnaire on their mobile device and responses are gathered and processed via the InsightExpress research platform. Weighting the data ensures that the control and test groups are identical, thus attributing any differences between the two groups as a direct correlation to the advertising experience.

Mobile AdInsights allows companies to truly understand the impact and potential of their mobile campaigns, and will provide the industry with much-needed benchmarking, said Drew Lipner, VP, Group Director, Online Media Measurement at InsightExpress. The mobile space is obviously one of the most exciting places in the advertising world right now, and we expect demand for Mobile AdInsights to reflect this momentum. We are happy to be working with such a dynamic company as Ad Infuse in bringing Mobile AdInsights to market.

We all know the potential of mobile advertising, said Brian Cowley, CEO and President of Ad Infuse, but the truth is that in an era of digital media measurement, advertisers and agencies must be able to see the impact and value of their mobile test campaigns before we start seeing major shifts in the media mix.

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