M:Metrics to track mobile ads in the UK

M:Metrics, a leader in measuring mobile advertising, is taking mobile measurement one step further for UK mobile marketers. M:Ad is a new tracking service for mobile advertisers so that they can better understand what effect their ad campaigns are having on users. In an initial report, researchers found that nearly 40% of all UK mobile ads are being placed by Electronic Arts, Glu and Ebay.

by Kristina Knight

“Early findings are encouraging. . .Mobile is increasingly being incorporated into mainstream media buys,” said Paul Goode, senior analyst, M:Metrics. “Advertisers, media agency and media owners in the UK are calling out for greater clarity on who is advertising what, where and when."

The first M:Ad platform was launched in the US in 2007. During the initial UK launch, the platform tracked 403 unique ads in 91 different campaigns. The platform tracks ads by company, product or service and industry. The tracking also notes when ads are being served to users.

According to researchers about 16% of UK mobile users accessed news and information through a mobile browser in December 2007. In the UK, most mobile marketers are focusing on banner advertising.

By knowing how campaigns are faring and how ads are being served from the beginning of a campaign until the end, marketers have a better chance to catch trends and to keep campaigns converting at high rates so that they get the best ROI from each media buy.