Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

click-to-call buttons, which allow people to contact an advertiser directly about an offerusing the phone in their hand. Its Android devices also can use Google Now, a virtualpersonal assistant that keeps track of your frequently visited locations and repeatingcalendar entries and then tries to provide relevant information, such as a traffic reportminutes before you head to work. The company hasn‘t sent out any advertising throughthis service, but many in the industry expect it will: Besides the traffic, wouldn‘t you beinterested in a coupon for a new breakfast sandwich at that coffee place on your way tothe office?Without a payment platform to determine whether an ad persuades a user to make anoffline purchase. But if you use Google Wallet to pay a florist after Google sent you anad from that florist, Google can make some conclusions about that ad‘s efficacy andadjust prices accordingly.native advertising,‖ or advertising that‘s integrated with a site‘s regular content. InFacebook‘s case, that means ads that appear in a user‘s news feed, which the companycalls a ―sponsored story.‖―On mobile, the need to reduce friction in any transaction is exponentially greater,‖Multiple touch pointsAccording to Ujjal Kohli, CEO of Rhythm NewMedia, Mountain View, CA, thereare five main measurement metrics around mobile video.Completion, engagement, context, brand lift and attribution metrics are allimportant to look at.Completion and engagement metrics include click-through rate but also pull in otherfactors including completion rate, frequency distribution and time spent inside an ad unit.Context metrics answer the question, ―How premium is the context around which the adis running?‖ Context is key to developing relevant mobile advertising for consumers andcan be particularly important for high-class brand advertisers, according to Mr. Kohli.Brand lift metrics measure factors such as brand recall and preference.The last type of metric — attribution — measures purchase rates that can be tied directlyto an ad. Depending on the brand, this could arguably be the most important metric forretailers and brands that want to tie a mobile video directly to sales139