Mobile measurement should not follow simplistic online norms
According to eMarketer, worldwide mobile ad spend is estimated to grow from $2.7bn in 2007 to $19.1bn in 2012. The potential is massive. However, in the current economic climate, many brands faced increasing pressure to prove the value of their advertising investment, and there is hesitation to invest in a media platform that some might argue has not yet proven its worth.
Mobile is a relatively new medium and there is much to learn about what works, what doesn't and how you measure it, which might cause some brands to...