Consumers reportedly value mobile ads, indicating the platform is ideal for reaching prospects. At the same time, results on internet-enabled phones must be measurable in order for marketers to understand how to best invest in the mobile platform.
To this end, the Internet Advertising Bureau and the Mobile Marketing Association have proposed a set of standardized mobile web ad measurement guidelines.
The guidelines first clarify mobile ad measurement definitions. The IAB and MMA recognize ad impression measurement, asset tracking, user ad requests and ad delivery as standard measures of mobile advertisements. The guidelines offer suggestions for enhancing current strategies to measure these aspects of mobile campaigns, emphasizing the that platform requires a unique approach – not the same strategy used for desktop internet ads.
Randall Rothenberg, president and CEO of the IAB, believes these parameters will assist marketers in their efforts to offer relevant and successful ads on the mobile platform, which he says consumers are incorporating into their daily lives at "an astonishing pace."
"The 'Mobile Web Advertising Measurement Guidelines' will give marketers greater assurance that their advertising messages are reaching consumers on these mobile devices, and that's critical for continued growth," Rothenberg explains.
Mobile ad growth currently looks promising. More than 82 million Americans surfed the web via their mobile devices in September, and this means marketers across industries will likely find they have an audience for mobile campaigns.
