This month in the US, eMarketer released Average Time Spent per Day with Major Media. The results have Mobile at 65 minutes which put it above Newspaper and Magazine with a combined time of 44 minutes. (Source: eMarketer, Dec 2011)
With more time spent and a greater share of ad revenue, the mobile channel is becoming a major one in the market. When it comes to the measurement though, it is still the wild west.
Michael Kaushansky, SVP of Insights and Analytics at Havas Media, has over 15 years in analytics experience and helps to spearhead all things Analytics and Reporting for Media Contacts in the US and Canada. In a recent blog post Kaushansky calls for three things to help advertisers become more accountable for their mobile spends.
1) A developed measurement framework;
2) Centralized data collection;
3) Provide an integrated reporting view.
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