Nielsen launches mobile app sentiment analysis

New York—Media measurement company Nielsen has augmented its Brand Effect sentiment analysis tool to also measure customer engagement with mobile app advertising.

Nielsen's Mobile Brand Effect for apps measures customer sentiment using such metrics as awareness, attitude, favorability and purchase intent. The new mobile apps measurement augments existing Brand Effect metrics for TVs and computers.

Mobile Brand Effect measures customer engagement on mobile devices powered by Apple Inc.'s iOS operating system as well as devices running Google Inc.'s Android OS and Microsoft Corp.'s Windows.