Google this week unveiled new tools designed to help businesses figure out the true worth of their mobile advertising. The tool set, called the Full Value of Mobile, will try to help marketers see all the pathways for converting customers that mobile can offer. “We created the Full Value of Mobile initiative to help marketers better understand how mobile is driving value for their business across mobile sites, apps, calls, in-store and cross-device,” said Joanna Werther, head of mobile ads marketing for Google.
They had to do this. Their analytics for mobile advertising ROI have sucked since Google got into this game. Google is really falling behind in a lot of ways. Why weren't they talking about ROI at MWC congress like Airpush was? (Airpush made a deal with Apsalar on in-app analytics - huge!) Where was Google last year when Millennial Media and Tapjoy grew like wildfire while expanding their ad formats and targeting capabilities? Everything Google does now is the result of having to play catch up!
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New Google Tool Tots Up a Mobile Ad's ROI
Posted by: Enid Burns March 29, 2013 05:00 AMGoogle this week unveiled new tools designed to help businesses figure out the true worth of their mobile advertising. The tool set, called the Full Value of Mobile, will try to help marketers see all the pathways for converting customers that mobile can offer. “We created the Full Value of Mobile initiative to help marketers better understand how mobile is driving value for their business across mobile sites, apps, calls, in-store and cross-device,” said Joanna Werther, head of mobile ads marketing for Google.