Our take...
Metrics are a key part of the development of mobile as an advertising medium as they provide advertisers comparison tools to assess campaign ROI. Furthermore, Screen Digest estimates Mobile TV to be the most potent mobile media for advertising, with 90% of the global market for advertising tied to mobile TV, VoD, games or user-generated content. Failing to develop proper audience measurement for mobile media will seriously jeopardise mobile media advertising. Screen Digest expects TNS and competing companies to roll out similar services in mobile-intensive markets (South-East Asia, North America, Western Europe) over the next 12 months.