IRVINE, Calif.--(BUSINESS WIRE)--Social media is where the most dynamic growth is happening in digital advertising, but it’s also where some of the greatest confusion lies for marketers. Until now there has been no clarity on how to test whether $58.3 billion in annual U.S. mobile advertising is having the intended effect. Emotional Brand Connections (EBC) Social Media Ad Testing from MFour and Kantar Added Value provides a reliable beacon to cut through the fog.
The new process takes place in test-recipients’ actual mobile news feeds. After picking the intended audience for the ad, proprietary technology injects it into panelists’ feeds, where it appears no different from the regular ads they receive.
First, tracking targeted consumers’ natural behavior on the social site captures important data about how long they view a test ad, whether they turn on audio, and whether they engage with the ad by liking, clicking or enlarging it. Researchers then survey the test ad’s recipients to measure a wide range of impacts, including brand recall, reaction to the content and caption, emotional connection to the advertised brand, and the ad’s influence on test recipients’ intent to purchase.
Social media is where today’s mobile citizens congregate (91.5% of Facebook usage is mobile), and social news feeds are consumers' windows on the world. EBC Social Media Ad Testing blazes the first reliable path to clear insights in this crucial marketing space.
About MFour Mobile Research, Inc.
Since 2011, MFour has worked to move market research into the age of the smartphone, advancing beyond landline surveys, email recruitment and online panels. MFour’s Surveys On the Go® app gives researchers access to more than 1,000,000 active panelists who make it the most-downloaded and highest-rated survey app in the US. Brands can use location-capturing technology to reach shoppers in real time and connect with a demographically diverse panel with full representation of Millennials, Hispanics, and African Americans. Mobile GPS technology, multimedia capture, fingerprint validation and GeoValidation® deliver faster, more reliable and accurate insights than traditional survey platforms.
About Kantar Added Value
Kantar Added Value is a creative marketing consultancy. Our purpose is to add serious value to the businesses we work with and the world we live in. We challenge our clients to build brands that shift categories and shape culture. We recognize that at a time when people are way more interested in their lives than in the brands we are charged with marketing, we need to develop brands that deliver experiences and champion issues that people genuinely want to engage with. It’s how we add value.