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While marketers know that social media is “where it’s at” in digital advertising, the problem is knowing how to manage and measure it. Especially, it appears, on Facebook.

Help is on the way from MFour Mobile Research’s Emotional Brand Connections (EBC) Social Media Ad Testing and Kantar Added Value, a creative marketing consultancy and one of the founding partners of Kantar Consulting.

The companies are now testing the efficacy of ads inserted in — among other places — Facebook users’ newsfeeds.

According to the official word, “The new process takes place in test-recipients’ actual mobile news feeds. After picking the intended audience for the ad, proprietary technology injects it into panelists’ feeds, where it appears no different from the regular ads they receive.”

After capturing important data about how long users view a test ad (and whether they turn on audio, engage with the ad by liking, or clicking or enlarging it), analysts then survey the test ad’s recipients to measure a wide range of impacts, including brand recall, reaction to the content and caption, emotional connection to the advertised brand, and the ad’s influence on test recipients’ intent to purchase.

Drilling down into the data on mobile social media is a critical necessity. Recent research shows that 91.5 percent of Facebook usage is mobile. Today, social news feeds are consumers’ windows on the world. Knowing how they respond is priority number one for marketers around the globe.

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