Spicy Mobile, a mobile communication agency and creator of Mobigate technology, has established cooperation with the international company Nielsen in the area of measuring the audience of mobile advertising campaigns. This is a unique combination of technological and research capabilities in the mobile channel.
Spicy Mobile has been carrying out passive measurement of users of Android mobile devices since January 2015. The results of the study allow for better planning of advertising activities on mobile websites and in mobile apps. Now – thanks to data provided by Nielsen – advertisers and publishers interested in monetizing advertising space in the mobile channel will additionally receive independent and precise measurement of the effects of their campaigns.
Nielsen Digital Ad Ratings provides statistics on the audience of online campaigns broken down by computers, mobile, and apps, making it possible to compare them with television metrics in terms of reach, frequency, and GRP. Thanks to them, advertisers can check whether a campaign actually reaches the intended target groups, which in turn translates into maximizing ROI. The tool also enables ongoing optimization of advertising activities carried out through various publishers and platforms – the data is delivered day by day.
Determining campaign audience takes place thanks to global cooperation with Facebook. Nielsen Digital Ad Ratings does not process any personal data in any way, but only provides data at an aggregated level concerning gender and age, necessary for preparing statistics. This solution is present in nearly 30 markets worldwide and has accreditation from the American Media Rating Council.
“Thanks to the established cooperation, we are providing our clients with a range of analytical tools unprecedented on the market, which support advertising activities in the mobile channel at every stage – from planning, through execution, to measuring effects,” admits Tomasz Kąkol, Head of Planning and Strategy at Spicy Mobile. – “This is also an important project for other reasons. The ability to compare the results of mobile campaigns with the results of those conducted in other channels serves a better understanding of the market's potential and, ultimately, the development of the entire mobile advertising industry.”
“Spicy Mobile, as the first local player in the mobile area, very actively uses Nielsen Digital Ad Ratings to emphasize its strongest assets. A similar model, with great success, is being implemented by platforms and publishers in other markets,” adds Gabriel Matwiejczyk, Digital Project Manager at Nielsen.
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Concepts from the Article
GRP — Gross Rating Point. A measure of advertising pressure in media, especially television and radio, being the sum of spot ratings. It can exceed 100 because one person can come into contact with an advertisement multiple times.
Why it matters: The common currency of television and radio planning: the sum of ratings makes it possible to compare the advertising pressure of campaigns regardless of channels and broadcast times.
When it is used: When planning, buying, and settling television and radio campaigns.
What happens if it is omitted: Without a common measure, it is impossible to compare two TV plans or settle with a media house for the promised advertising pressure.
