Measuring Mobile Advertising Metrics: Bango
by Paul Ruppert
Exposure > Persuasion > Transactions
Understanding how analytics illuminate and profile users, with a measure of customer acquisition costs is a key performance indicator for advertising whether it is traditional print, fixed billboard or media such as TV and radio. The same now applies with the emerging mobile advertising channel.
If the real value exchange between mobile and advertising is to be fully capitalized, new data sets need to be developed for the advertising and brand industries that drive this space. 
An on-going interest of mine has been how the mobile segment is moving to solve core questions like: a) how many people have been exposed to an advertisement? And (b) how effective is the advertising? These are cornerstone questions to advertising, and nothing has changed for its transfer to the mobile channel.
As part of my quest I had the opportunity recently to sit down with Bango’s Anhil Malhotra. Bango is paving the way, working with the Media Rating Council and Mobile Marketing Association, moving beyond simple CPM (cost per 1k exposures), PPC (pay per click), CPC (cost per call) and CPA (cost per action) metrics to establish new audience verification metrics for mobile.
Listen here: mmfanilbango2 to my podcast with Anil Malhotra, SVP of Marketing with Bango (recorded at the Harvard Club of New York) as we explore the future of mobile advertising metrics, and how there is no end to the appetite of what people want when it comes precise and concise audience verifiability.
The reality is that mobile provides much more power in the battle from exposure to persuasion to transactions. Listen and find out how.
