How to measure the value of mobile advertising?
There was a lot of news and views about metrics to measure mobile advertising last week at the Mobile World Congress.
Bango announced its analytics, M:Metrics previously announced an agreement with AdMob and now the GSMA has formed a working group with Vodafone, Telefonica, O2 Europe, T-Mobile International, 3 and Orange. This group is aiming to assess and deliver metrics for assess mobile advertising.
At MWC, I also spoke to Jeff Lee VP Strategy &Business Development for i0 Global about metrics they are also working on for companies to define the value ratio of mobile metrics. The iO service is part of a larger mobile managed service package and not for the consumer.
In fact, I approached iO because this is exactly what I am trying to do (for the small company/consumer). Following testing of about ten mobile advertising campaigns, I created excel spreadsheets (see next post) that have cost vs click through vs placement on page within search engine or display ads. My objective is to find the overall value of mobile advertising for individual campaigns run on a monthly basis. By understanding the value ratio of the mobile advertising campaign; campaigns can be run more effectively. But it’s also a good benchmark to get advertisers to advertise in the first place.
So Metrics good bad or ugly?
Metrics are no doubt vital and essential today. But unfortunately, within a market that is only growing the metrics will be ugly. There is very little volume and click through still has a lot to do with consumers not understanding interstitials on a mobile device, accidentally clicking on a banner and the rest of it.
Campaign measurement is vital at grassroots level. Each campaign is different and setting benchmarks in this industry too early is a bad move.
Related News:
Leave a Comment