Mirror Advertising Study Ends At O’Hare

Gail Chiasson, North American Editor

Mirrus, creator of the Mirror Image Digital Network, and global media research agency Millward Brown are on the last leg of a study on the effectiveness of Mirror Image as an advertising medium and quantify advertisers ROI based on the concrete metrics Mirror Image collects.

The study began at the Greensboro Coliseum and will conclude with testing at Chicago’s O’Hare International Airport later this month. Participating in the final round of analysis are such world-class companies and brands as: Microsoft, Geico, Zappos.com, Unilever, SC Johnson, Coke and Spanx.

“We have been thrilled with the results and all aspects of the study and the fact that the world’s most powerful brands are advertising in Mirror Image further validates our ability to deliver guaranteed impressions in a relevant, engaging, memorable and quantifiable manner,”
says Kenneth Kovasala, Mirrus’ senior vice-president and global director of business development.

Initial market research and quantitative testing from the study held in Greensboro suggests that consumers remember brands advertised in Mirror Image at a rate of five times greater than other stadium advertising. Furthermore, brands achieved a positive uplift in brand equity as a result of advertising in Mirror Image.

“In preliminary studies, we’ve seen that unaided recall for ads on Mirror Image is significantly higher than for ads on other advertising mediums,” says Mario Simon, Millward Brown’s managing director

In addition to consumer intercept analysis, Millward has also interviewed key advertising agency personnel and digital experts to gain their perspective on Mirror Image, in conjunction with conducting two focus group studies to ensure validation.

“Our company is built on the foundation of developing and implementing technology solutions that allow industry leading to brands to effectively communicate with their consumers, so it was critical that we also involved an industry leader in the brand strategy and measurement space,”
says Brian Reid, founding president of Mirrus.


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