Dynamic Logic Ramps Up AdIndex for Mobile

In New York, ad and marketing effectiveness specialist Dynamic Logic has upgraded its AdIndex for Mobile solution, to enable clients to identify ad exposure across the entire mobile 'ecosystem'.

Acquired by Millward Brown in 2005, the firm developed AdIndex to measure the impact of online advertising using traditional brand metrics.

The latest version of its AdIndex for Mobile uses proprietary tagging technology to enable clients to understand the effectiveness of mobile as a branding medium, and measure the attitudinal differences between those users exposed to advertising and those who were not. In addition, campaign performance can be benchmarked against a normative database based on results from more than 350 mobile ad effectiveness studies.

Ali Rana (pictured), SVP and Head of Dynamic Logic's Emerging Media Lab, states: 'Until now, tracking mobile advertising exposure has been an industry-wide challenge. Given this breakthrough, our methodological rigor for mobile ad effectiveness now matches that used for online, and marketers will benefit from the industry's most advanced technology and analytics for a comprehensive read of mobile campaign impact.'

Web site: www.dynamiclogic.com .