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BizReport : Advertising archives : March 27, 2013

Google launches tool to calculate mobile ad effectiveness

A lack of tools to measure the effectiveness of mobile advertising campaigns leaves some marketers hesitant to embrace the channel. Realizing this, Google has launched a calculator that will help businesses measure mobile's impact.

by Helen Leggatt

get_mobile_complete_179x106.pngCalled the "Full Value of Mobile", Google's mobile measurement offering is a calculator but also includes videos that illustrate each mobile conversion path, case studies, and tips for measurement.

The aim of the tool, which is hosted within the HowToGoMo website, is to offer "simple equations and benchmarks" to help marketers understand the mobile channel and gauge what is, and what isn't working, by estimating the value mobile drives over other channels.

The calculator site poses the question "Is The Full Value of Mobile Calculator perfect?" to which it responds, "No, but it's a start. This tool is simply meant to get the conversation about the Full Value of Mobile started. We hope that once you've tried it yourself, you'll create and share even more sophisticated models."

In a recent blog post announcing the launch of the "Full Value of Mobile" site, Johanna Werther, Google's head of mobile ads marketing said, "Mobility has forever changed the way consumers live and shop, giving rise to these new customer paths as the lines between digital and physical experiences blur. Understanding what each of these mobile pathways means for your business is a critical piece of the larger attribution challenge that every marketer needs to meet head-on."

Tags: calculator, campaign measurement, measurement tools, mobile, mobile advertising

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