M:Metrics to track mobile ads

Marketers looking for top of the line research for mobile campaigns will likely be interested in a new offering from M:Metrics. The mobile research firm is set to begin tracking mobile display ads.

by Kristina Knight

Mobile text and mobile search ads will be included in the platform soon. When the platform is complete it will offer ad impressions, click through rates and even advertising spending estimates.

“As advertisers are increasingly featuring mobile into their ad buys, they are clamoring for data about who’s advertising what, where and when,” said Will Hodgman, president and CEO, M:Metrics. “The data collected by M:AdTracker reveals some fascinating findings about the state of the mobile advertising marketplace. For example, more than a dozen Fortune 100 companies are advertising on mobile. . .It’s not just games and ringtones – it’s everything from iced coffee to auto insurance. Mobile is showing a speed of adoption that we are only now seeing in the Internet.”

Though still relatively new, many big brand names are flocking to mobile platforms in the hopes of reaching a new audience or simply reinforcing their brand in a new space.

Opus Research forecasts that the mobile spend will reach more than $2 billion by 2012; the entire online ad spend is forecast to reach $5 billion in the US.