Dive Brief:
- Mobile messaging visual expression platform Emogi and SaaS analytics firm Moat have teamed up to bring marketers measurement on emojis, stickers and GIFs in mobile messaging, per a joint press release.
- L’Oréal, Moët Hennessy and NBCUniversal are early adopters of the new metrics on the Emogi platform and will have access to: in-view percentage, in-view time and total exposure.
- "The opportunity for brands to benefit from native integration of content in mobile messaging in a way that supports consumers' desire to communicate with fun graphical elements is intriguing," said Susan Schiekofer, Chief Digital Investment Officer of GroupM North America, in the release. "The Emogi and Moat partnership is an interesting development in that it promises both consumer convenience and utility, and the accountability advertisers require to invest in this medium."
Dive Insight:
As marketers increasingly make use of emojis, stickers and GIFs in mobile messaging efforts, viewability metrics are welcome news for providing insight into how these elements are being so efforts can be optimized. Visual elements provide a mobile shorthand of sorts, enabling marketers to engage with younger consumers in a way that they are already communicating with their peers.
Emojis are an increasingly popular tactic with research from Appboy from last July finding emoji use up 609% year-over-year, but at the time there was no way to really measure the impact on results partially because using emojis was so new that there was no case use to compare to. Moat’s new Attention Analytics should at least provide mobile messaging marketers with some data that can optimize future campaigns.
More broadly, measurement is a hot topic right now following a series of revelations from Facebook and others about metrics mistakes. Marketers are looking to get control of their measurement so they can better understand what is working as digital marketing gets more complex.
