Phluant Mobile has partnered and integrated its Icon and m-stitial mobile rich media ad unit with WPP's Dynamic Logic to offer complete brand survey and results tracking.

Surveys are easily distributed and incorporated within the m-stitial ad unit via Phluant's proprietary browser-wrap technology. Since the browser can stay with the user throughout their Web session, valuable information is collected and passed regarding geographic location as well as user actions such as downloads, surfing history and frequency of page visits.

"Phluant and Dynamic Logic are partnering to provide a complete measurement solution to advertisers that use Phluant's full screen m-stitial ad unit," said Robert M. Friedlander, vice president of business development at Phluant Mobile, San Francisco.

"This mobile rich media unit is ad server, ad network and ad creative agnostic," he said. "The m-stitial ad unit will report metrics such as click-through rates, time of day and frequency, but additionally a multitude of demographic, geographic and behavioral actions including geolocation of the user, page views per session, and surfing history."

Phluant Mobile is a mobile advertising initiative that creates premium mobile ad inventory across platform, carrier and device in tandem with predictive analytic data in the market.

By collecting and passing this information to Dynamic Logic, it can be uniquely combined with brand metrics tested through WAP surveys.

This rich predictive analytic data combined with the survey branding results provide a unique research opportunity allowing advertisers to understand how interactions on mobile sites have an impact on branding.

"Dynamic Logic is active in the mobile space and interested in facilitating innovative measurement solutions to advertisers," Mr. Friedlander said. "DL feels that research and metrics are key to helping the industry grow and bringing more brand advertisers to the medium."

This partnership will help marketers and the rest of the mobile industry get a better understanding of the link between behavior and branding.

It will help answer questions such as "Do multiple exposures to a mobile ad impact branding?"; "Do frequent visitors of my WAP site drive larger increases in a brand's purchase intent?"; and "How much does clicking on or interacting with a mobile ad impact brand metric scores?"

Together Dynamic Logic and Phluant Mobile are entering into the partnership to further evangelize the Phluant Mobile service and in the process, integrate research around the topic of mobile advertising effectiveness.

"Most mobile ad campaigns have separate measurement for reach, impressions delivered, direct response, user behavior, and branding impact," Mr. Friedlander said. "Phluant and Dynamic Logic hope to marry these measures together to tell a more cohesive story about a mobile campaign's performance.

"The better we can prove the success and impact of the medium, the faster large budget branding advertising dollars will flow to mobile," he said.

The major fortune 500 brand advertisers are the prime consumer of the m-stitial rich media ad inventory.

Phluant's m-stitial ad inventory is currently offered through major Web publishers that have established smartphone users.

The company also works directly and through channel partners, such as third party mobile service providers that represent mobile publisher ad inventory or that offer value added mobile ad services to these publishers, such as ad serving, targeting and tracking services.

Phluant implements the m-stitial ad unit on the publishers WAP site, creating premium mobile ad inventory.

"Advertisers will have the opportunity to get a full scale measurement solution that ties together direct response and branding," Mr. Friedlander said. "Also, advertisers and their agencies are able to implement their branding campaign on the mobile phone.

"The full screen ad unit allows for interactivity, animation, sound, motion and even video," he said. "Current mobile advertising is mostly comprised of text based and simple display banners."

Mobile companies are selling tools and carriers are enforcing delivery constraints forcing advertisers to buy technology, not audiences.

Advertisers do not want to buy platforms and technology.

Brands are about reaching consumers and audiences.

"As we saw in online, the major shift of ad dollars from traditional media to mobile will occur when mobile advertising attracts major brands; when richer content becomes more widespread and ability to buy consumers becomes simpler," Mr. Friedlander said. "The richer the media, the richer the consumer experience, which drives sales and brand recognition.

"Together, Phluant and Dynamic Logic can deliver one of the richest user experiences in mobile along with meaningful quantitative and qualitative metrics," he said.