Tag Archives: mobile

Online Metrics: Trends for 2010 from Mediapost

Great post here from the Mediapost Online Metrics Insider blog. Written by Josh Chasin, who is the chief research officer at comScore, Inc. in the U.S. it looks forward to what might happen in 2010 around online measurement and how that might expand to include wider media channels.

Online Metrics: Trends for 2010

The articles touches on 3 subjects of great interest to me, as follows.

The symbiotic relationship between panel-based audience measurement and web analytics and how these two aspects will continue to overlap and benefit the overall objective of obtaining  accurate data.

Secondly, the benefits of using online as a brand-building tool. Whilst I am surprised that there is still skepticism around using online for the purposes of effective brand-building, I see this as an engaging challenge and one that will surely develop rapidly in 2010.

Thirdly, the importance of cross-platform measurements. How do we equate digital measurements to other metrics such as TARPs? Should digital be looking to move closer to these models in order to offer advertisers more value, or should other media be moving closer to digital? This side of things will only become more important as mobile take up continues to grow at such a huge rate.

A fascinating find in this article is the exercise conducted by the Washington Post in 2007 (Violinist Joshua Bell played incognito in a Washington Subway), which was “an experiment in context, perception and priorities”, according to writer Gene Weingarten. How important is contextual relevance? Do we only see something of worth if it is in the right setting?

Do you have time for beauty?

Mobile web in 2010 and beyond

Morgan Stanley’s latest research, The Mobile Internet report, contains some extraordinary predictions about the mobile web in 2010.

Smartphones will ‘out-ship the global notebook + netbook market’ by the end of 2010, and the global PC market by the end of 2012.

Another take-out that will have Apple Execs reaching for the cigars is around iPhone and iPod Touch use. Although these devices ‘only 17% of the global smartphone installed base, they account for 65% of the world’s mobile Web browsing and 50% of its mobile app usage’.

From Morgan Stanley drinks the Apple Kool-Aid on Fortune’s Apple 2.0 blog