By Matthew Dodd, MD Global Media Effectiveness, On Device Research
We were asked by one of the UK’s leading advertisers to investigate their Q4 mobile campaign. They wanted to better understand not only how many people saw their campaign, but also to assess how well it delivered against its key demographic targets.
In order to answer this question we conducted a Mobile Campaign Research study. This involved inserting our proprietary tracking technology into the ad creative and matching exposures to our fully profiled 50,000 Device ID panel.
The campaign was 7.5mn impressions and ran for 4 weeks across 2 leading mobile DSPs (Demand Side Platforms).
This is what we learnt:
The results show that mobile can build cost effective reach for advertisers but also great on target efficiencies.
Do you need to better understand how many people saw your mobile campaign and what demographic targets were delivered? On Device Research's Campaign Reach Analysis will tell you...
We are also able to measure in real time to help bolster campaign performance.