Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Whether or not mobile users will be receptive to these surveys is unclear. Consumersgenerally find mobile ads to be more interruptive than television ads, according to aForrester survey released in late 2012."Being interrupted while checking email and using apps is not desirable," Peter Dille,CMO for mobile advertising and monetization company Tapjoy, said in an earlierinterview.The Mobile Marketing Association (MMA), a non-profit trade association that Nielsen isa member of, endorsed the product and said that improved mobile ad metrics are crucial,regardless of how annoying mobile surveys may be."If we don't have measurement tools, and if we don't evaluate the performance of theexperience we're providing, there's no way we can continue to improve and evolve,"MMA managing director Michael Becker said. The survey results will determine whatkinds of mobile ads are too intrusive, he added.Nielsen's distinct advantage in mobile ad metrics is its reach in measuring othermediums. Mobile Brand Effect findings will be tied to the company's browser metrics. Itwill not be tied to Nielsen's signature TV ratings initially, but the company is working todevelop that functionality. Eventually, Nielsen hopes to create a suite of metrics thatinform how brands can most effectively market across various devices.Although Nielsen is widely considered the most renowned company in traditional mediaresearch, measuring mobile app ads will be a challenge for a company that made its namein TV. Nielsen Mobile Brand Effect will be competing with digital analytics firmcomScore which has already conducted several hundred case studies on how in-app adcampaigns affected brand lift.There are also a handful of venture capital-backed startups that, while young, have beendeveloping mobile ad solutions for years.84