GLOBAL, MAY 22, 2013 – Vuclip, the largest independent mobile video and media company in the world, has announced that it has partnered with Millward Brown, a global leader in brand, media and communications, on a solution that aims to supply brand metrics that provide truly meaningful insights. More specifically, this new collaboration allows Vuclip to analyze six key metrics, namely top-of-mind brand awareness, mobile ad awareness, brand favorability, brand familiarity, brand association and purchase intent.
By doing so, Vuclip and Millward Brown are able to help implementers better measure and optimize brand metrics on mobile ad campaigns, helping them compare effectiveness vis-à-vis industry averages and measure their performance against their key marketing objectives.
Meera Chopra, Global Head and Vice President, Ad Sales at Vuclip, said that although mobile technology has become ubiquitous, resulting in consumers using their mobile devices to keep informed and entertained, and brands have recognized the concurrent shift from “prime time” to “real time” advertising, mobile metrics have lagged behind these changes; widely-used data such as click-through rates cannot reveal much about purchase intent or brand engagement. Vuclip’s partnership with Millward Brown has helped the firm successfully apply metrics for online and TV to mobile, helping give brands the opportunity to measure mobile-initiative impact vis-à-vis marketing goals.
Ritesh Dutt, Head Media Practice, India of Millward Brown said that this partnership would help transform the way brands see mobile measurement, and that this would significantly impact the entire mobile ecosystem.
