Mobile media and advertising is a new industry and its measurement systems are under constant development. One of the obvious targets is to gain the attention of the media buyers and the brands. Along with the general trend the main focus is shifting from recording the eyeballs and clicks towards real return on investment. This is clearly a positive trend, but will not suffice as a viewpoint when creating a sustainable mobile media.

Optimising the clicks, responses, micro purchases and subscriptions will not do the trick in the long run, like Ellie Behling wrote couple of weeks ago in an excellent piece.

I’d argue that mobile companies focusing too much on the advertising and sales indicators are undermining the importance of customer experience and balanced view across all stakeholders.

Continue reading » Responsive audience is key to successful mobile media