MMA revises mobile ad metrics

Addressing common ad currencies, the definitions are designed to create consistency across the industry and to serve as the basis for the development of future mobile ad guidelines.

“Metrics and measurement are critical in order to drive further brand spend into the mobile channel,” said MMA president Laura Marriott. “We appreciate the leadership of the MRC, and the foundation from the IAB, in helping to shape the ad currency measurement definitions, a crucial step towards driving the adoption of mobile advertising world-wide.  We also appreciate the endorsement of the 4 A’s.”

Developed by the MMA Measurement Committee in close collaboration with the Media Rating Council (MRC), the definitions use the Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines developed by the IAB as a basis to cover the following areas of mobile advertising:

    Ad Impressions

    Streaming Video Advertising

    Rich Media Ad Impression

    Click Measurement

“Measurement initiatives that provide industry consistency and qualified metrics on the performance of campaigns rather than different data according to vendor or network are essential criteria for the continued growth of mobile advertising campaigns. This is a key step towards the first set of guidelines around metrics and future industry standardisation”, stated George Ivie, Executive Director and CEO of The Media Rating Council.

The currency definitions included participation from the following MMA Measurement Committee member companies: ADObjects Inc, Amobee Media Systems, AOL LLC. DoubleClick, O global limited, Isobar, Media Rating Council, Microsoft (MSN and Windows Live), The Coca-Cola Company and Yahoo!

The MMA Mobile Measurement Ad Currency Definitions can be downloaded from www.mmaglobal.com/adcurrencies.pdf.