Marketers are measuring return on investment in mobile
advertising by collecting and collating data related to mobile
advertisements, the conversions, consumer demographics and source
which prompted the user to check the specific advertisement. A
proposal suggesting metrics marketers should use to measure
effectiveness of mobile advertising needs to include
- the industry type whether it is entertainment or consumer
durable product or FMCG. The advertising mix that the brand of a
particular industry also needs to be considered to check the
attribution of the source which led to the click on the
- The metrics to measure the ROI on mobile advertisements needs
to include details like the format of mobile advertising, whether
it is a video or banner advertising which is yielding better
results or more ROI. The context of video or banner ads also need
to be considered as magazines or blogs can have banner ads that are
successful while mostly video ads are more successful.
- Mobile advertising is done through in-app ads. Metrics for
measuring ROI should include the cost of advertising campaign for
mobile, the cost of each ad group in a mobile advertising campaign,
cost for creative formats, geographies and ad publisher and
respective sales volume from each of them.
- The size of the ads, the depths and the frequency can also be
considered while measuring the ROI of mobile advertising.
- Mobile vendors can connect the personally identifiable
information of individuals to advertising servers to collect data
for amall market sizes, the individuals are targeted with specific
ads to check the response and collect information about media
preferences, behavioral and attitudinal characteristics.
- If the ad messages are more recent and relevant like connected
to an event in a specific location, it can impact the ROI of the ad
leading to quick conversion. Thus context od specific use and
recency of the ad also matter for restaurants, hotels, live