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BizReport : Mobile Marketing : September 27, 2013

Tools to measure the impact of mobile campaigns

The uptake of home computers was huge in the 1980s and 1990s, but the uptake of mobile has been even bigger. According to data out from AdTruth more than half (56%) of US adults now have a smartphone; those users are checking their phones more than 100 times each day and 44% say they've 'slept with' their phone so they don't miss anything.

by Kristina Knight

A new infographic out from AdTruth underlines the importance of mobile devices for American consumers. According to the report:

• 72% of smartphone users are 'more concerned' about mobile privacy now than last year
• Mobile Internet use is expected to surpass desktop Internet use by 2015
• Mobile ad revenue hit $9.6 billion (Q1, 2013) up more than 15% Year over Year

New tools from Millennial Media may help mobile brands do more in the space. Their Omni Measurement Solutions monitors and analyzes mobile campaign effectiveness. The analytics include metrics like how mobile ads are pushing shoppers through brick-and-mortar doors and how mobile campaigns are increasing spending at store locations.

"Measurement is one of the most important issues in mobile advertising today," said Mollie Spilman, EVP, Global Sales & Marketing, Millennial Media. "Brands need to feel confident that the dollars they are spending in mobile advertising are truly moving the needle, and our Omni Measurement Solutions represent the most comprehensive, data rich solution at this scale in mobile advertising."

Millennial Media has partnered with mobile experts including Placed and Neustar to power the new analytics suite.

Image via Shutterstock

Tags: AdTruth, Millennial Media, mobile ad measurement, mobile marketing, mobile tools

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