Kantar Millward Brown announced the latest expansion of the Ignite Network, its brand marketing analytics platform, driving continued advancement in mobile advertising measurement. A leading global research agency helping businesses grow strong brands, Kantar Millward Brown now has the largest mobile panel in the industry — with over 3 million U.S. panelists — and can provide marketers more robust measurement and richer insights to inform mobile marketing decisions.
Kantar Millward Brown’s Media and Digital Practice has been measuring the effectiveness of mobile advertising through their Brand Lift Insights solution for over a decade and the effectiveness of digital advertising for over two decades. With more than 2,100 mobile studies completed, it’s clear that marketers are hungry for mobile insights to guide investments and empower campaign optimization. Through the expansion of Ignite, Kantar Millward Brown says it will enable marketers to:
- Measure the effectiveness of a wider scope of mobile campaigns, including those with smaller impression sizes
- Evaluate the impact of mobile advertising on more niche, typically hard to reach, audiences
- Make informed decisions to plan and optimize mobile advertising investments based on more granular insights into campaign performance
As part of this expansion, Kantar Millward Brown has partnered with SessionM, a mobile-first marketing automation and loyalty platform, and Drawbridge, a cross-device identification company that helps businesses identify, anonymously, when a single person is using multiple devices. The Drawbridge partnership will cover the U.S., Canada and Mexico, and extend to the rest of the world in the upcoming months.