Flurry and Research Now Launch New Platform to Measure In App Advertising Effectiveness

Flurry and Research Now are partnering to improve mobile ad targeting and to better measure the effectiveness of in-app advertising. To do this, the companies have introduced ADimension Mobile offering a robust panel and behavioral data set on mobile consumers for marketers.

Using Flurry’s advertising platform, Research Now has built the ADimension Mobile measurement and optimization solution, to evaluate in-app advertising effectiveness. Once the target audience has been defined and identified by Flurry, Research Now passively tracks opted-in panelists exposed to in-app advertising campaigns – served via Flurry – and compares them to unexposed groups. By surveying both the exposed and unexposed audiences, Research Now enables clients to analyze and evaluate campaign effectiveness.  

Research now will utilize Flurry Personas which are targetable segments of consumers with shared interests based on their usage across hundreds of thousands of apps. Because consumers are selective about what apps they use, app usage is one of the strongest indicators of consumer interests. More than 40 segments are available including Business Travelers, Value Shoppers, Auto Enthusiasts and more. Marketers can choose to enhance any of Flurry’s “out of the box” Personas with Research Now insights, or work with Flurry to develop Custom Personas for the audience they are trying to reach.