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ISBA Debuts Mobile and Digital Measurement Guides
UK ad association the ISBA has launched two best practice guides for digital advertisers, one covering mobile marketing and the other the setting of smart objectives and KPIs for brands.
Launched at a members' event in London this week, the guides have been designed to provide decision-making tools to improve client-side input to the planning, direction and production of campaigns.
The Mobile Marketing Guide, produced in association with Simon Andrews of Additive Mobile, gives an overview of the mobile marketing landscape and covers legal considerations, practical tips on leveraging mobile campaigns and questions to ask during a pitch.
The Digital Measurement and Analytics Guide, produced in association with Jonathan Longden, Director of Analytics and Accountability at R/GA, covers the building of a measurement strategy from set-up to reporting approaches.
ISBA's Consultancy Manager Christina Nilsson comments: 'The majority of brand advertisers I speak with all want to understand the mobile landscape and often they would benefit from a comprehensive, strategic overview...' and adds that 'Digital measurement is another area that continues to be high up on marketers' agenda'.
Web site: www.isba.org.uk .
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