Third Screen Media Launches the First-of-Its-Kind Mobile Advertising Campaign Brand Awareness and Media Effectiveness Research Survey; TSM/MediaEffect Offers Tangible Mobile Metrics for Agencies and Brands.BOSTON -- Third Screen Media, the leading provider of mobile advertising and marketing software and services, today announced the launch of TSM TSM Tivoli Storage Manager TSM Transportation System Management TSM Taiwan Semiconductor Manufacturing (stock symbol) TSM Taiwan Semiconductor Manufacturing Co. Ltd. |MediaEffect, the first-of-its-kind mobile advertising campaign brand awareness and effectiveness research survey. TSM|MediaEffect is the only survey tool available that measures mobile advertising media effectiveness by frequency of exposure to an advertiser's message. Customized to each brand and individual campaign, TSM|MediaEffect allows brands and agencies to learn more about the mobile audience than ever before. The industry's first survey tool effectively measures the mobile audiences aided recall, brand awareness, competitive set, demographics, favorability, message association, product awareness, purchase intent, usability/usage and optimal frequency capping. TSM|MediaEffect is enabled by mobile subscribers opting in to participate directly on the mobile device screen. Third Screen Media utilizes a control-exposed methodology intended to capture clean data sets. In addition to providing valuable campaign metrics, Third Screen Media offers in-depth analysis of the data, as well as a full report. The revolutionary capabilities of the TSM|MediaEffect survey were put to the test during a recent mobile advertising campaign conducted by Ogilvy's Digital Innovation Group and its client, Lenovo. The campaign targeted Lenovo's audience through WAP (1) (Wireless Access Point) See access point. (2) (Wireless Application Protocol) A standard for providing cellular phones, pagers and other handheld devices with secure access to e-mail and text-based Web pages. (Wireless Application Protocol) banners on selected sites on CBS (Cell Broadcast Service) See cell broadcast. SportsLine, Go2, USA TODAY USA Today National U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. , among others. Special offers on the banners drove consumers to a WAP site where they could elect to take a survey by entering a contest for a free phone upgrade. "With the introduction of a metrics-rich survey for mobile advertising campaigns, Third Screen Media has delivered a solution that will encourage an even greater number of brands to explore the mobile platform for their consumer outreach," said Maria Mandel Maria Mandel (January 10, 1912 – January 24, 1948) was infamous for her key role in the Holocaust as a top-ranking official at the Auschwitz-Birkenau extermination camp where she is believed to have been directly responsible for orders to kill over 500,000 female Jews, , executive director, Digital Innovation Group at OgilvyInteractive. "Today the average online click through rate is a mere .20%, so the 6.66%-rate achieved with the Lenovo campaign underscores the vast potential of advertising to a targeted mobile consumer base." Ogilvy documented an unprecedented click-through rate The number of times a link on a Web page is clicked compared to the number of times it is displayed. Advertising royalties paid to Web sites are often based on click-through rate (CTR), and the amount paid per click-through is considerably higher than the cost of an ad that is displayed of 6.66% against an industry average of 3%, with a brand awareness increase of 188% as a result of exposure to the advertisements. The survey also was successful in building significant brand recall for Lenovo as the maker of the ThinkPad brand, which was once an IBM (International Business Machines Corporation, Armonk, NY, www.ibm.com) The world's largest computer company. IBM's product lines include the S/390 mainframes (zSeries), AS/400 midrange business systems (iSeries), RS/6000 workstations and servers (pSeries), Intel-based servers (xSeries) product. In addition, the TSM|MediaEffect survey offers filtered responses based on frequency of exposure to brand advertisements across Third Screen Media's TSM|Network of sites. This level of detail provides the optimal frequency capping levels and the data media planners require to develop effective mobile advertising campaigns. "The mobile advertising industry has seen tremendous growth as of late," said Tom Burgess, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. , Third Screen Media. "For the first time, agencies and their respective brands have the capability to accurately measure the effectiveness of their campaigns, adding value and validity to the mobile ad buy." About Third Screen Media Third Screen Media (TSM) is a software and services company that enables advertising on mobile phones and wireless devices. TSM's MADX product suite links advertisers, publishers, and mobile phone carriers together on a common platform to increase the efficiency and time-to-market for the buying and selling of mobile advertising in WAP, video, MMS (Multimedia Messaging Service) An enhanced transmission service that enables graphics, video clips and sound files to be transmitted via cellphones. Developed as part of the 3GPP project, MMS phones are generally backward compatible with SMS and EMS. and downloadable applications. MADX goes beyond ad delivery by providing in-depth research, planning and publisher inventory management analytical tools, yielding the highest possible ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). . Third Screen Media also operates the TSM|Network, the largest single source of mobile advertising inventory offering best-in-class content, targeted demographics and broad reach. Customers and partners such as USA TODAY, MasterCard, Dunkin Donuts, MSN (1) (MicroSoft Network) A family of Internet-based services from Microsoft, which includes a search engine, e-mail (Hotmail), instant messaging (Windows Live Messaging) and a general-purpose portal with news, information and shopping (MSN Directory). , The Weather Channel and the world's largest advertising agencies rely on Third Screen Media's products and services to manage advertising campaigns uniquely optimized for mobile devices. For more information about Third Screen Media, visit www.thirdscreenmedia.com. Editor's Note: There is a pipe in the product name between TSM and MediaEffect.This symbol may not appear properly in some systems. |
|
Printer friendly
Cite/link
Email
Feedback
Reader Opinion