Are We Effectively Able To Track Mobile Advertising?
One of the newest forms of advertising is mobile adverting/SMS marketing. Being that this form of lead generation is completely different, there has to be alternative ways to measure success. After looking into this further, Gigaom.com pointed out some valid points on how mobile advertisers can effectively track stats.
Reach
How many unique customers can you reach? Reach is still the most important criterion for advertisers to judge success of a campaign. With mobile we can measure unique users much more accurately than with any other medium. Mobile offers the opportunity for the advertiser to the reach the consumer at the right time and the right place using the right medium with the right message.
Targeting
Mobile thrives on targeting. Ad networks that can provide targeting beyond country, carrier and handsets to offer more granular location, demographic and contextual options will be the ones offering more value to both advertisers and publishers.
Engagement
We don’t want to just capture the “moment of first sight” but the “duration of sight” and how the user interacts within that duration with both the individual ad and the overall campaign. In order to differentiate and be effective, mobile has to measure and report on how users are engaging with the campaign, from first impression to the last so-called “moment of sight.” It should take into account the time spent during the visit as well as the actions and reactions.
Viral
One of mobile’s key features is its ability to offer users one-click sharing. If something is “good,” it will catch on fast. One has only to target power users, who represent just 1 percent of mobile users, to reach 20-50 percent of the subscriber base. Such capability should be built into every campaign and measured accurately to determine its true effectiveness.
Transactions
Mobile enables a closed loop functionality like no other medium. Transactions are essentially a measure of the “true” ROA. We need to measure how a campaign impacts a company’s bottom line. If the campaign doesn’t move the needle over time, it didn’t really work, but we won’t know whether or not it has without measuring.
Leadpile has seen some successful publishers generating quality leads through mobile advertising, however after reviewing some of these point, maybe there are some enhancements Leadpile and other networks need to look at implementing. How big will mobile advertising get?
Interesting post as for me. I’d like to read more about that matter.
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