How advertisers can measure what matters in mobile
As mobile grows ever more powerful, finding consistent and reliable standards to assess it is critical.
Ben Phillips
It’s a key challenge for advertisers and as part of the Mobile World Congress’s Mobile Media Summit, I took part in a panel discussion about the key barrier to successful mobile measurement.
Chaired by Unilever’s director of global media innovation Jay Altschuler, the common theme was the need to measure engagement as a primary objective.
Mobile technology is developing ways to do this with greater efficiency than ever before. We are no longer reliant on desktop tools to address the complexities and nuances of mobile.
In app analytics, for example, attribution measurements and install tracking solutions can pinpoint the path to success and optimise mobile strategy.
We have the opportunity to make mobile accountable, as what we once evangelised and predicted becomes deliverable.
Used correctly, analytics and insight will enable brands to feel more confident and increase their investment in mobile advertising year on year. This is a medium that has the ability to deliver the powerful ROI that brands want to see.
Making this happen, however, requires specialists with mobile experience. MediaCom has seen increases of 116 per cent revenues in markets that have a head of mobile role.
Scalability is another core metric for our global clients. Being able to deliver campaigns that share the same vision, message and in most cases assets in an easy to replicate model enables rapid deployment and economies of scale.
Standardising core technologies will enable a consistency never before seen in mobile. So while local market differences need to be catered for, there is a lot to be said for building the strategic foundations that benefit from complimentary value added services.
Such foundations – when put in place correctly with a longer-term vision – will enable large brands to become more agile and adapt to the fast moving market conditions and challenges that is inherently mobile.
Ben Phillips is global head of mobile at MediaCom