OPA Intelligence Reports

Posted in News on 12/03/2012 By Mark Glaser & Courtney Lowery Cowgill

Finally, frameworks for mobile ads

It’s time to iron out discrepancies in impression counts for mobile advertising. That’s why the IAB has released new guidelines to help make sure clients and publishers are on the same page. The new guidelines, developed with the Mobile Marketing Association and the Media Rating Council, give weight to “viewable impressions.” They do this by using the new “Making Measurement Make Sense” (or 3MS) initiative, which pushes a standard for counting a viewable impression as at least 50 percent visible for at least one second. The IAB also launched “SafeFrame 1.0” specifications that will give advertisers the ability to measure viewability. The Mobile Marketing Association’s managing director for North America, Michael Becker tells MediaPost, “Our objective is to ensure that mobile remains a valued component of the marketing mix with clear, actionable guidelines in place.” Public comment is open on the guidelines until Dec. 21.

In the meantime, comScore just announced that it has new metrics that will finally measure both mobile and traditional web traffic at the same time.  The firm’s “Media Metrix Multi-platform” promises to really shake things up, as PaidContent’s Jeff John Roberts reports. “Music site Pandora, for instance, jumps from #61 on the list to #23 while ESPN jumped four slots to #19.” Others getting a boost include Amazon, Wal-Mart and eBay. But how much is that mobile credit actually worth? That’s the question on Peter Kafka’s mind at AllThingsD. It’s tough because mobile impressions aren’t worth quite as much – with many advertisers getting an 80 percent discount on mobile ads. Still, Kafka writes, “for some sites and services that exist predominantly on mobile sites, the new comScore ratings are going to be a big help. Because they’ll help them justify their pitch — hey, we may not be that big on the web, but we’re huge on phones — to advertisers.”