Kantar Millward Brown has expanded its brand marketing analytics platform – the Ignite Network. The platform offers global research to boost brand creation and now has one of the largest mobile panels in the industry with over three million US panelists. This should drive new mobile marketing insights and decisions.
With US consumers now spending 2.6 hours each day using their mobile devices and mobile advertising representing 63% of all digital ad spend in the US by 2020, mobile insights are a critical component of advertisers thriving.
Stephen DiMarco, President of Kantar Millward Brown’s North American Media and Digital Practice, explains:
“Mobile is a key component of our clients’ marketing strategies and we’re committed to addressing mobile measurement challenges head-on to provide marketers the insights needed to confidently invest in this now-mainstream platform.”
The company’s Brand Lift Insights solution has been measuring ad effectiveness for over two decades. With more than 2,100 mobile studies now completed, it seems marketers are valuing the insights they gain and apply to optimise their campaigns.
The expanded version of Ignite now answers queries such as more effective measurement of mobile campaign effectiveness, evaluation of mobile ad impact and making more informed decisions to optimise mobile ad investments.
As part of the move, Kantar Millward Brown has partnered up with mobile marketing automation platform SessionM and and Drawbridge, the cross-device identification firm.
The collaboration seeks to address mobile measurement and other industry issues. DiMarco adds:
“We have placed a strong emphasis on product and media innovation across mobile, TV and online to match our clients’ increased marketing spend across platforms. Expansion of our mobile panel represents our commitment to deliver insight-rich solutions to help marketers understand how mobile advertising is contributing to brand growth.”