As of today, Fairfax Media will track a mobile ad for Aldi using WPP-owned research firm Millward Brown's AdIndex technology to tag the ad, which runs across the mobile sites of The Sydney Morning Herald, The Age, Brisbane Times, Canberra Times, Essential Kids and Good Food, and launch a survey when people see it.
In that way, Fairfax and Aldi can see how the ad performed such as brand awareness and consideration.
“The mobile industry faces challenges around reporting and analytics. Being able to more accurately measure the impact that brand advertising can have in the mobile space for a major retail client like ALDI is a real game changer,” said Fairfax Media digital ad development director Tereza Alexandratos.
The ALDI campaign is running for one month and targets grocery buyers aged 25 to 54 living on the Eastern seaboard and went live today.
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