Commentary

Social and Mobile 'On Steroids'

Gridley said social media and mobile are the two ad areas “on steroids” in terms of growth and represent tremendous opportunities in relation to measurement solutions. More than half of mobile campaigns, for instance, don’t have any measurement, opening the door to emerging technologies for tracking ad effectiveness in the medium. Cross-channel measurement is another area ripe for innovation because all media and device are now Internet-enabled. For companies coming up with metrics offerings, scale and showing successful case studies are key to gaining credibility with potential buyers.

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