'Actionable' Brand Metrics in Store for Mobile Advertising

'Actionable' Brand Metrics in Store fo Mobile AdvertisingAiming to expand the capabilities of brand metrics offered by their company, comScore, says that “actionable brand metrics” for mobile ad campaigns are now available to its advertiser and publisher clients.

The offering is being pushed through comScore’s validated Campaign Essentials Mobile (vCE Mobile) and validated Media Essentials Mobile (vME Mobile).

These ad measurement solutions provide demographic delivery insights for ads appearing on smartphones and tablets, both in-app and via mobile web. With actionable data to measure the performance of brand advertising, from both a campaign and inventory management perspective, advertisers and publishers now have cross-media comparable metrics – such as demographic delivery, reach, frequency and GRPs – to optimize their media allocations.

“More than half of digital media engagement is now spent on smartphones and tablets, but mobile advertising is currently just one-sixth of the digital ad market. Mobile’s ability to realize its potential depends in large part on the ability to measure its performance, especially in relation to other media channels,” explains Mark Donovan, Chief Marketing Officer of comScore.

“vCE and vME Mobile provide required metrics to measure and optimize the performance of campaigns,” he continues. “As brand marketers increasingly focus on integrated cross-platform campaigns, our solutions will help bring smartphones and tablets into the same consideration set as TV and desktop display.”

To learn more, check out what comScore is up to here.