byyd is a leading mobile Demand-side Platform that enables advertisers to precisely connect with programmatically targeted mobile audiences.
Mobile advertising has a massive challenge – cookies, that have been traditionally used to measure the effect of brand advertising, don’t work on mobile.
"With cookies not working on mobile it was impossible to measure effect of brand advertising in a real life situation. On Device Research’s solution was right away of massive interest to us."
Working with MediaCom and Sony, byyd developed a brief to establish the effectiveness of the Sony Xperia Z1 ad campaign. The key was the ability to ask questions from people who had seen the ad, versus those who hadn't, and compare their responses.
Achieving the goals required a fresh approach to mobile advertising effectiveness. It was not enough to copy the “lab test” available on the market where visitors are exposed to the ad in a controlled environment.
The project gave Sony, its media agency MediaCom, and byyd confidence that mobile ads can move brand metrics, and outperform online solutions.
"This case study demonstrates how effective robust, open tech can be to research. Without byyd’s ‘Madison’ technology platform, working in such a precise, effective manner alongside On Device Research’s methodology, we would not have gained these valuable insights."
Daniela Federici, Digital Marketing Manager, Sony
The outcome enables byyd and its RTB ad platform to be judged on metrics other than a simple clickthrough (CTR), which is acknowledged nowadays to be of limited value to brand advertisers who want to gain as much insight into the true value of mobile advertising as possible.