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Filling in the mobile measurement gaps
Click-through rates, SMS subscribers, widget/application interaction time, mobile video downloads, game plays -- these are no doubt good metrics for determining the success of a mobile marketing campaign. However, advertisers could be in jeopardy of making some of the same mistakes that were made in the early days of online advertising, when click-through seemed like the fast answer to ROI. In the current economic environment, it is increasingly important to measure the value of every marketing dollar spent.
The mobile medium can and should be viewed as a brand-building platform, just as TV, print, and the internet have proven to be time and again. This is especially the case for mobile today, given that there is still little clutter and users are still curious and engaged. Newly released normative benchmarking data across 34 Dynamic Logic mobile ad effectiveness studies shows that WAP banner ads can increase traditional brand metrics such as brand awareness and purchase intent.
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