MFour and Kantar launch social media mobile ad testing

The companies have launched Emotional Brand Connections, a tool that can test social media content effectiveness on mobile news feeds.

After picking the intended audience for an ad, proprietary technology then places it in panellists’ feeds, where it will appear to be no different from the regular ads they receive, the announcement explains. 

Tracking targeted consumers’ natural behaviour on the social site captures data around how long they view a test ad, whether they turn on audio, and whether they engage with the ad by liking, clicking or enlarging it. Researchers then survey the test ad’s recipients to measure impacts such as brand recall, reaction to the content and emotional connection to the advertised brand.