Measuring results might be the last hurdle for mobile advertising
Posted by Admin @ June 11th, 2007 in Mobile Marketing
According to Clickz, companies are often reluctant to advertise on mobile phones because of the results report being – relatively - with little detail. At 77 we think that as soon as mobile marketing can measure its results the way we can measure them online, there are few obstacles left for the service to take off big. Nielsen recently introduced its new service Nielsen Wireless, which will measure the general use of the mobile web, including mobile video.
Where Nielsen plans to combine the use of the mobile web with other behavioural analyses, M:Metrics and Telephia are focusing purely on the use of the mobile instrument. AOL’s Third Screen Media struck a deal with Telephia this year, swapping user behaviour information.
So third party analysts are working hard to deliver. But we at 77 think that marketers should have almost instant access to any user behaviour data from the moment it originates. Marketers that first develop tools to follow a user of the mobile web from a query to a landing page to a selling page to a conversion, and give us information about their demographics, will be well ahead.
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Hi Peter, thanks for your comment. It’s quite useful for those who are always on...