The Year of Mobile…Measurement

ClickZ reporting:
The Interactive Advertising Bureau (IAB) Mobile Marketing Center of Excellence has gotten an early start thinking about plans and priorities for 2013. Our most recent mobile board of directors meeting last week in San Francisco included some brainstorming about big issues in Q4 2012 and into the new year.
There is still a lot to do across the board to help mobile live up to its potential as a medium for advertising and marketing. But one set of topics on the list does seem to increasingly be the priority for our members, and therefore us as well. At the risk of being premature, I will tip the IAB's hand and say that for us, 2013 will be the year of mobile measurement.
In the world of media, when we talk about "measurement" we really mean three different, but often overlapping things:

• Planning. The metrics that help an advertiser decide where to place their ads to best reach an intended audience.
• Currency. The metrics that determine how much the advertiser actually writes the check for.
• Effectiveness. The metrics that prove whether an ad campaign had its intended impact on consumers' psyches or purchasing behaviors.

In the traditional media world, the planning and currency metrics are typically the same: for example, Nielsen ratings play both roles for television. In the digital world, the three kinds of metrics have generally come from distinct sources, and interaction (also known as "engagement") metrics are an increasingly important type of effectiveness measure. All three types of metrics exist for mobile, but mobile buyers and sellers need to improve, harmonize, and potentially standardize all of them.
http://www.clickz.com/clickz/column/2220087/the-year-of-mobile-measurement?utm_source=Daily+Buzz+from+eMedia+Vitals&utm_campaign=a3015189d1-nl_DB_10_30_2012&utm_medium=email