You have to hand it to AdMob. They really do know what they’re doing in terms of delivery. First, they’ve delivered a scalable, workable advertising platform that anyone and their granny can use to generate revenue (or attract visitors) via the mobile platform. (Here at SMS Text News we use AdMob on our mobile site and it works very well indeed.)
On the back of their brilliant monthly mobile industry statistics, AdMob have taken the next natural step: Socked a punch to both Google and Yahoo and delivered a comprehensive mobile analytics service — for free — to the marketplace.
If you’re a publisher, you need to know what’s going on with your mobile site. You’d think the issue of mobile analytics would have been cracked by now — but not quite. There are a few other offerings out there — however the move to provide free mobile analytics is a sensible and logical one for AdMob. Afterall, they’ve already got your data and they’re already installed on your pages, right?
Analytics will most certainly help toward delivering the ‘tipping point’ for more advertisers to ramp up their mobile advertising spend, since they can finally start to measure deeper effectiveness of campaigns. As I can testify after years of working online, ROI — when it can be measured — is absolutely critical for those buying and managing campaigns.
Rather usefully, advertisers will — as a result of this service — be able to measure campaigns behind just how many ‘clicks’ an ad campaign received. I’ll need to look and see how that works.
Of course, the key benefit for publishers is that they’ll finally be able to get a handle on who comprises their audience, where they come from, what pages they are visiting and for how long. And the fact it’s free and unlimited… well, that always helps!
The real kicker is this, though. Advertisers will now be able to measure the effectiveness of various mobile ad campaigns across all networks. This is a ‘science bit’ — so, to be clear (and quoting from the AdMob release):
YES, that means if an advertisers is running a campaign on Third Screen Media and Google, an advertiser can compare the effectiveness of each campaign using AdMob Analytics. People dont need to use AdMob advertising to use analytics.