Advertising networks company, Millennial Media, announced the release of its
enhanced brand-impact survey targeting capabilities. Along with
providing more options for targeting, Millennial Media's system enables
third-party brand impact studies to be conducted according to
advertising research industry standards. Third-party digital marketing
research companies can now simultaneously recruit control and exposed
cells -- providing more accurate and meaningful campaign analysis for
brand advertisers and agencies.
Mobile ad effectiveness measurement
generally required recruiting the control (or unexposed) group prior to
campaign launch in order to ensure a clean sample. This methodology was
necessary due to the limitations associated with uniquely identifying a
user's exposure to an advertisement. Millennial Media's enhancements
match the standards for online brand impact studies in which unique
identifiers are leveraged to ensure the control group is recruited
using the same targeting parameters as the exposed group, but never
exposed to the brand campaign. This methodology removes any potential
biases that could occur from the delay between collecting the control
and exposed groups.