September 13, 2012

InsightExpress Introduces 250,000 Respondent Mobile Panel
Sets Standard in Cross Platform Campaign Measurement With Launch of Ignite Mobile

STAMFORD, CT - September 13, 2012 - InsightExpress, a leading marketing research and data analytics firm, today announced it has launched Ignite Mobile which advances media measurement by persistently linking mobile ad exposure to consumer attitudes and behavior. As a result, Ignite Mobile vastly improves upon the currently accepted techniques for mobile ad effectiveness and cross platform campaign measurement.

Ignite Mobile is an extension of InsightExpres' patent pending and award-winning Ignite Network ®, the world's largest panel based digital analytics and research platform, bringing together unmatched scale with the power of consumer insight. Ignite Mobile captures mobile ad exposure across a 250,000 member panel, a subset of the Ignite Network, and substantially improves data quality by offering ground-breaking access to Android, iOS and WP platform users.

The technology behind Ignite Mobile's panel based approach alters the media measurement landscape in three new ways:

1. It enables mobile ad effectiveness and cross platform measurement to be conducted while adhering to the same experimental design approach that is used when measuring online campaigns. As a result, the media measurement community is no longer beholden to the traditional pre/post campaign research methodology when conducting mobile ad effectiveness and cross media research.
2. Recruiting respondents via email not only reduces the need for pop-up or on-device surveys but it also reduces the need for advertising inventory from media partners which measurably improves the experience for users. This development allows mobile publishers to focus on content creation, and collecting more survey data all without worrying about the impact of ongoing research on their site?s visitor experience.
3. Allows for the tracking of mobile ad exposure on iOS devices which, up to this point, have been elusive to measurement across browsing sessions.

"Ignite Mobile is an incredibly exciting development for our industry. With this advancement, we have removed the widely accepted methodological asterisk that previously existed when measuring mobile marketing efforts," said Marc Ryan, EVP, Chief Research Officer, InsightExpress. "No longer will we need to be satisfied with lowering our research standards in order to work within the mobile environment. With Ignite Mobile we can finally offer the industry the same rigorous methodological approach that is widely accepted for online media measurement."

"The ability to measure ad effectiveness, and therefore exposure, across online and mobile (including tablets) represents an industry break-through. With more than 56.2 million active monthly users listening to Pandora on a variety of connected devices, accurately measuring cross-platform ad effectiveness is important to us and our clients. InsightExpress is helping marketers understand the isolated and additive effect of online and mobile advertising," said Heidi Browning, Senior Vice President of Strategic Solutions, Pandora.

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