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Nielsen Media Research (iGaranti, Gillette, Shell)
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WHAT IS MBE AND HOW CAN IT HELP CLIENTS
MAXIMIZE ROI?
• Brand Lift is the percentage increase in the primary marketing objective of an
mobile display brand advertising campaign
• It is based on a comparison of the control group vs. the exposed group.
• Brand Lift is a much more indicative and telling KPI than the more traditional
Click Through Rate (CTR).
• MBE helps clients to measure and optimize campaigns in real time in order to
maximize their Brand Lift.
(exposed%-control%)/control%
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METHODOLOGY
• Survey appears on the banner areas of mobile sites and consists of only one or
two questions.
• Respondents have been selected on a random basis .
• For Gillette Fusion ProGlide MBE Study 4.064 interviews, for iGaranti MBE
Study 2.000 interviews and for Shell MBE Study 851 interviews were
conducted.
• MBE Methodology is based on tagging. Tagging the users by cookies shows if
the users have been exposed to the ad campaign or unexposed to the ad
campaign (control).
• Each question signifies different attributes like awareness, purchase intention,
recall, attitude, preference and favorability for the brand/product/service.
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