Millennial 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.