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Mobile advertising raising the ante on metrics
1. More Bang for the Buck
Do Advertisers Really Know What
They Get for Their Advertising $$?
2. More Bang for the Buck Take Susan, for instance. Highly interested in books, her
mobile Web surfing habits include frequent visits to best-
seller forums. This information is captured in Susan’s profile
Do Advertisers Really at the mobile operator’s network, so when Susan visits
her neighborhood mall, a leading bookstore partnering
Know What They Get for with Susan’s mobile operator leverages knowledge of her
preferences and location to deliver a customized ad to her
Their Advertising $$? mobile.
Advertising has deep historical roots. As far back as the 17th Susan is pleased to see that she is being offered a special
century, newspaper ads already had become familiar as a discount coupon for any of the ten best-selling books in the
widespread tool to get non-personal messages to the public. mall’s bookstore — including a book that she has recently
Over the years, technological advancements have played decided that she wants. The chances of Susan responding to
an extremely important role in the evolution of advertising, this ad are much higher than the chances of her responding
adding various mass-media outlets beyond newspapers to to a non-targeted ad. The ability to connect Susan’s buying
serve as advertising platforms. behavior with her presence in the mall increases the ROI for
the book seller.
Measuring Eyeball Hits and Purchasing Behavior
Multiple Channels for New Profits
One of the lingering questions in advertising has always
been the topic of metrics: Measuring a campaign and Mobile advertising offers advertisers numerous channels to
assessing its real value in terms of return on investment connect with the target audience on the device that goes
(ROI). Historically it has been highly difficult to measure everywhere with users, 24/7. Touchpoints include WAP
how many eyeballs an ad has actually hit and how people’s banners, ringback tone advertising, in-game advertising and
exposure to advertising influences their purchasing behavior. advertising on SMS and MMS — both person-to-person and
Access to accurate metrics is especially important with the push. These multiple channels combine to provide strong
tremendous growth of advertising options available today, display capabilities to serve advertisers’ general marketing
and advertisers increasingly want to know if their ads are goals. Additionally, call for action options such as click-to-call,
effective — and how they can be made even more effective. short codes, and links to WAP sites, make it easy for buyers
to act on first impulse, which is the moment of greatest
Digital advertising in its various forms and mobile advertising opportunity.
specifically provide something virtually unprecedented
throughout advertising’s long history: an ability to accurately Every element of the process is highly measurable, trackable,
measure advertising campaigns and assess the buying and interactive. The advertiser can run a synergistic multi-
behaviors triggered by campaigns. This unique ability gives channel mobile campaign with real-time metrics for all
advertisers important information and tools to make their channels that not only enable accurate and immediate
advertising dramatically more effective. reporting, but also the ability to constantly fine-tune the
campaign according to target audience responses. Low-
Sharp Shooting: Trigger-Based Advertising Boosts ROI performing campaigns may become a thing of the past once
advertisers can see in real time how ads are being received
In a previous column we discussed the razor-sharp targeting by the audience and how to adjust the ads to resonate with
abilities made possible by mobile advertising. These mobile the audience’s buying behavior.
advertising capabilities can be utilized not only for targeting
but also for assessing and tracking campaigns, all of which
can help boost ROI.
One good example of this is trigger-based mobile advertising
— promotions that are triggered by the user’s presence at a
certain physical location, thus allowing advertisers to create
finely tuned and highly effective timely customized offers.
For more information please visit www.comverse.com 2
3. Success You Can Count On — and Take to the Bank Later on, analytic tools evolved and enabled publishers to
know which operating system visitors use, their IP addresses,
Because companies want to spend their marketing money users’ trail along the site pages and how they navigate
on advertising that they can measure and that can deliver through the site. Despite this information availability, it is still
effective results, advertisers are very attracted by mobile difficult to extract exactly who the site visitors are and their
advertising’s many advantages, such as: level of engagement with the site. Yet, these analytics did
enable advertisers to adopt a more advanced measurement
• Metrics: Precise, real-time measurement capabilities than eyeballs for measuring effectiveness — the click-
• Knowledge of User: A wealth of information about users through-rate. If users click through an ad – it means the ad
and their preferences was effective in catching their attention and driving them to
action.
• Multiple Touchpoints: A synergistic scope of options for
reaching the user
But what if clicking is not the answer? Maybe the real metric
• Impulse Response: Users can respond easily and should be how many users have actually engaged with the
immediately brand? Today there are companies like Nuconomy that
offer tools to measure user engagement on top of all the
• Always at Hand: The message can reach the user any-
traditional online metrics of page loads and unique users.
time, anywhere
Site owners can track individual actions such as number of
Mobile advertising is an irresistible advertising medium users who viewed each millisecond of video, number of
that significantly increases fruitful interactivity between the users who published a comment, rated a video, interacted
advertiser and the end user. It improves chances for a much in chat, etc. This information adds a lot of value to the clicks-
better ROI, and gives advertisers the accurate information around-a-site information. The ultimate result is the ability to
they need to more quickly appreciate and enjoy the better analyze the combination of all metrics described above and
return that they get for their advertising dollars — more bang deriving meaningful insights from it.
for the buck.
Advertising on the mobile phone matches and raises the
Mobile Advertising: Raising the Ante on Metrics ante when it comes to metrics. Mobile operators not only
know how many times each banner ad was displayed, but
In the previous column I raised the question of whether also which users clicked on it, together with those users’
advertisers really know what they get for their advertising preferences, history and behavior. And this goes for the
dollars. The industry is still challenged by the whole notion of entire mobile advertising inventory — from WAP banners,
metrics and finding the best ways to assess the real value of ringback tone advertising, in-game advertising to advertising
advertising. on SMS and MMS — both person-to-person and push. These
multiple channels together provide strong display capabilities
Historically, it has always been difficult to measure the to serve advertisers’ general marketing goals. Call for action
effectiveness of advertising. The first advertisement options such as click-to-call, short codes, and links to WAP
appeared in a newspaper in 1704. Since then, the main sites, make it easy for users to act on first impulse, which is
metric used by the advertising industry for measuring the moment of greatest opportunity.
exposure to ads is the number of “eyeballs”. In the
newspaper business, this figure is derived from the number Above all, every element of the process is highly measurable,
of readers based on circulation figures. trackable, and interactive. User profiles are constantly
updated based on their behavior, enhancing their value
In the early days of the online world, advertisers used the to advertisers. Mobile operators can leverage their rich
number of page loads to measure eyeballs and to monitor knowledge base to gain deep insight into consumers’
traffic on a given site. Wanting to keep the content fresh, behavior unlike any other medium, maximizing an
some publishers started to use scripts that refreshed the advertiser’s return on investment.
page every x seconds, which resulted in inflated numbers
of site visitors. In response, the industry started to talk about
“unique users”.
For more information please visit www.comverse.com 3
