Mobile rich media company Medialets has struck a deal with Dynamic Logic to provide brand-related metrics for mobile ad campaigns.
The mobile version of Dynamic Logic's AdIndex platform provides analysis of traditional brand metrics, such as brand awareness, ad awareness, message association and purchase intent. By combining these measures of consumer attitudes with Medialets' engagement metrics, the companies aim to offer a more comprehensive view of campaign effectiveness.
Medialets and Dynamic Logic will be working tracking and research firm Safecount, a unit of WPP, to power their technical integration, allowing relevant data points to be combined into one analysis. Medialets develops and serves rich media ads across iPhone, iPad and Android apps from publishers including The New York Times, The Washington Post, NPR and Variety.-- Mark Walsh