OMMA Metrics

Engaging the mobile experience: Effective mobile measurement strategies, an OMMA Metrics panel.

80% of the world’s population has a mobile device; this percentage is higher than those who have Internet subscriptions. In the United States alone, there are 100 million mobile web users.

With all of the mobile device use, a host of creations such as mobile sites, mobile apps, and other platforms enable users to engage and connect with the world around them.

With all of these wonderful creations, several questions remain unanswered for marketers and branders alike, such as:

How do you measure mobile?
Are mobile measurement results reliable?
What are the best tools to measure mobile?
How can you optimize mobile experiences?
What content should be in a mobile website?

This OMMA Metrics panel of mobile experts breaks mobile measurement down and teaches you how to drive insights from your mobile channel. Use their guidance wisely so you can effectively use mobile to your advantage.

Moderator
Greg Dowling, Vice President of Mobile Strategy & Measurement, Semphonic

Panelists
David Berkowitz, Sr. Director of Emerging Media & Innovation, 360i
Steven Goldstein, SVP, ChaCha
Shiven Ramji, Vice President, Mobile Media & Advertiser Products, The Nielsen Company
Eric Rickson, Director of Mobile Analytics, Webtrends
Jeff Tennery, SVP, Publisher Services, Millennial Media

Mobile content planning

Look at traffic today & your expertise
Remember capacity of Smartphone vs. feature phone
Don’t bother with a mobile display advertising strategy if you don’t have a mobile website to back it
Look to gaming; tablets adding to TV experience
Mobile has stronger click-through rates because there’s less competition
So much of mobile morphs into another media naturally:
- Trends while watching TV
- Trends while in the store

Lessons learned from online measurement help with mobile measurement

Mobile measurement still evolving; one system will not solve it all, each data source has challenges

What’s the next big step?

Move to commerce, beyond the click
Brands trying to value what it’s really worth and how all the variations compare
Measuring mobile apps is easier, it’s capturing the ecosystem that’s the challenge @ricksone
Mobile has advantages over web; need to highlight those when comparing them @dberkowitz
Focus on privacy and transparency settings

The use of mobile phones for web use is only going to increase. Use this expert advice from mobile gurus to plan your mobile campaign, observe trends, and measure wisely.

Online measurement: Friend or foe to marketers? OMMA Metrics and IAB

Marketers don’t spend more on online advertising because of the difficulty they have with online measurement.

Online venues offer numerous measurement mechanisms that present loads of information on the popularity and performance of online ad campaigns. If there are so many ways to measure online performance, why is online measurement a foe to marketers? Is it because there are too many and overly complex measurement modes out there?

It’s time for marketers to become friends with online (digital media) measurement.

Omma metrics joe_laszio

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In this OMMA Metrics presentation, Joe Laszlo, Deputy Director of Interactive Advertising Bureau Mobile Marketing Center of Excellence, helps marketers better understand online measurement and speaks on what the IAB has been doing to make digital media measurement even friendlier.

Online measurement challenges

Too many metrics that don’t align
Who to trust to interpret them?
Traditional media is good enough and comfortable
Poor digital metrics proof: Brand advertising accounts for 62% of total measured advertising but online is only 25%

Grow digital advertising

Overcome “frenemy” relationship with marketers
Currently need to create a collage of data to know whether each brand campaign is doing well online

Online measurement for non-techies

Publishers want to know

Is my site working? how are folks using it?
Who visits? Demographics
How they compare to competition

Marketers/agencies want to know

Where to run campaigns?
How much will it cost?
Was it effective?

Can’t we all just get along? The Interactive Advertising Bureau wants marketers and online measurement to be friends.

IAB is working to standardize measurement and reach through impressions, clicks, mobile.
IAB is making measurement make sense by designing systematic and rigorous guidelines to improve within digital and cross-platform.

All media will be digital soon. To maintain a lasting friendship between marketer and digital media measurement, guidelines for effective and clear measurement must be established.