GJP Advertising to measure mobile ROI in-house

With the launch of digital program TXT2, the ad agency has the ability to track consumer engagement and make adjustments to mobile campaigns according to real-time feedback.

Toronto-based GJP Advertising is extending their mobile offering for clients with the launch of TXT2, a digital platform that will bring mobile ROI measurements in-house.

GJP will be able to provide detailed reports to clients on mobile engagement, for example how long consumers are interacting with mobile apps, what action they take whether it’s entering a contest or follow a link for more information, says Kevin Pfuhl, managing partner at GJP.

‘We realized there is a great benefit of having this capability directly in-house and to be able to deploy quicker faster and much easier,’ Pfuhl tells MiC. More than three quarters of their clients have been asking for mobile incorporations for their brands, he continues. GJP has worked with clients in the wireless industry such as Rogers, Cincinnati Bell and iWireless, for whom the mobile platform is a particularly important medium.

‘We will be able to personally track campaigns and make adjustments in real-time to maximize their effectiveness, as the analytic and reporting tools are quite robust. We have tested it successfully with several clients and are now extending our capability to all current and future clients,’ says GJP’s media director Joanne Fulford, in a release.