“The industry is clamoring for direction and uniformity when it comes to mobile measurement and disclosures, particularly with in-app advertisements,” said Michael Becker, the managing director of MMA North America. “We can arm the industry with practices on how to properly measure in-app advertisements via mobile to limit discrepancies across mobile campaigns and ensure that impression counts are dependable.”
Mobile Advertising Increasing
The MMA, in conjunction with both the Interactive Advertising Bureau and the Media Rating Council, announced the guidelines in a March 6 press release, citing the rise of mobile advertising as the key factor driving the development of the document.
“With mobile becoming a key part of brand marketers’ ad buying strategies, it is critical that we establish clearly defined principles for measuring both mobile web and in-app ads,” said Anna Bager, vice president and general manager at the Interactive Advertising Bureau (IAB) Mobile Marketing Center of Excellence. “These guidelines will help drive mobile to scale and allow for in-app advertising to evolve and mature.”
Key Areas of Mobile Advertising Measurement
It is important to collect and accurately analyze information about how consumers respond to mobile advertising and coupons because it is such a new and rapidly growing form of advertising, and the data can provide valuable information to help businesses provide more effective offers. The guidelines provide clearly defined steps that retailers can use as a benchmark to evaluate their own analytic and testing activities, sample disclosure statements to be included in mobile offers and coupons, and a glossary of mobile terminology.
Subjects discussed include the importance of measuring viewable impressions, best practices for application testing and release processes, measuring user-initiated actions and disclosure guidance. The document also includes tips on designing mobile coupons to make them easy to recognize and use.
Unique Benefits of Mobile Coupons
One of the big benefits of mobile coupons is that specific offers can be presented to users at specific times, such as when they enter a retail store, or after they have been browsing through products on their smartphones. According to Experian Marketing’s press release announcing their 2013 Digital Marketer Report, “personalized promotional mailings have 29 percent higher unique open rates and 41 percent higher unique click rates than nonpersonalized mailings.” Therefore, creating customized offers helps retailers enjoy a higher response rate.
While consumers and in-store staff are familiar with the look and feel of print coupons, mobile coupons are relatively new and may be unfamiliar to many. In addition to the best practices for analyzing the effectiveness of a mobile coupon, the ad unit suggestions are aimed at standardizing their appearance so they can be quickly identified as coupons by staff and customers.
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