Fairfax partners with Millward Brown

Fairfax partners with Millward Brown

Fairfax Media has formed a partnership with media market research company, Millward Brown, looking at the effectiveness of Australian mobile advertising.


25 March 2014

Fairfax Media has partnered with Millward Brown to implement an Australian first for mobile advertising research, using a new Millward Brown AdIndex digital effectiveness solution.

The new research methodology will measure the ALDI supermarkets’ mobile advertising campaign that will appear across the homepages of Fairfax Media mobile sites: The Sydney Morning Herald, The Age, Brisbane Times, Canberra Times, Essential Kids and Good Food.

Millward Brown’s AdIndex digital effectiveness solution for mobile works by implementing proprietary tags into the ALDI ad creative. When readers view the ads in a mobile browser, the tag will trigger an invitation to take part in a survey. Survey results will report how well the campaign performed against brand metrics, such as brand awareness and consideration. This new solution provides a more accurate ‘control versus exposed’ methodology (i.e. people who have not seen the ad versus people who have), instead of relying on traditional research methods of ad recall or ‘jump page’ (clicking on an ad to launch survey).

“The mobile industry faces challenges around reporting and analytics and case studies demonstrating the value of the medium are rare. Being able to more accurately measure the impact that brand advertising can have in the mobile space for a major retail client like ALDI is a real game changer,” said Fairfax Media Digital Ad Development Director Tereza Alexandratos.

Mark Henning, Millward Brown Head of Media and Digital AMAP Region, said: “As mobile advertising spend continues to grow, this methodology will help marketers understand the brand effect of their mobile campaigns and provide insight into how best to use this rapidly developing channel.”

The ALDI campaign is running for one month and targets grocery buyers aged 25 to 54 living on the Eastern seaboard, with the homepage sponsorships appearing across Fairfax Media’s mobile sites going live today."

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