Mobile ad measurement standardised/eMarketer

NEW YORK: New measurement guidelines for mobile ads have been announced, in a bid to address the market’s rapid growth.

The guidelines were drafted by the Media Rating Council (MRC) with the extensive involvement of numerous members of both the Interactive Advertising Bureau and the Mobile Marketing Association, with the intention of providing a benchmark to ensure that media companies, networks, ad servers and other members of the industry provide consistent data to ad buyers.

“Advertising across the industry is complex enough, but once you add a mobile component there is a lot more discussion and industry alignment needed to establish actionable guidelines that work across this complex industry,” commented Larry Moores, vice-president for Analytics and Reporting at Opera Mediaworks, a mobile ad network.

Meanwhile, George W. Ivie, chief executive of the MRC, noted that the sheer speed of the development of mobile advertising has presented a significant challenge to the industry.

“Now that there is a clear and specific industry measurement guidance in place, both buyers and sellers…will have enhanced confidence that the performance and effectiveness of campaigns can be consistently and accurately measured,” he said.

The consultation led to significant revisions to the Mobile App guidelines, which included recommendations that only client-side counting should be allowed for ads served within mobile apps.

Other outcomes included a requirement for using software development kits to avoid premature counting of impressions, and a clear end-date requirement for reporting or counting ad impressions delivered while the apps are offline.

Data sourced from Interactive Advertising Bureau; additional content by Warc staff, 15 July 2013


About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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