According to a study from Nielsen, 58 million wireless subscribers have seen a mobile ad in the last month. According to the advertisers, they have no idea what happens to them once they see the ad!
That seems to be the issue with mobile; what are the expectations? Mobile is a strong opportunity to remind a consumer of a message they have already been exposed to, but what action can you expect a consumer to take as a result of the impression? Should they click through? Not realistically. Should they make a call? Not realistically.
We need to come up with a standard metric for evaluating success "one-dimensionally" (meaning on the immediate reaction from a consumer) for mobile. My suggestion is actually a basic one; Reach. I would take reach and overlap that with customer demographic data. I think it's unrealistic to expect to see data on actions for mobile, but if we do that's gravy! The platform is a reminder vehicle, so reach supporting your other vehicles is a consistent measure of value, especially when compared to price for that reach, and then you can see if that support increased the conversion to a customer or an increase in sales.
Have you tried anything that works? If so, please share with the rest of us who are itching to see it!
These guys might have some of the data, so ping them too!