Milennial Media Enhances Targeting of Media

By Contributor Wireless and Mobile News on October 31, 2008 12:00 PM

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.