Increasing Measurability of Mobile Ads

One of the lines of thinking I have been exploring is that for mobile (specifically, SMS) advertising to be really big, it will be have to offer something more than what advertisers get on the Internet. This means, more measurability than what Search and Display advertising on the Internet provide. Which brings us to the questions: is this possible? If so, how can it be done?

An interesting aspect on the mobile is the availability of the mobile number. This is available for SMS interactions. (For the purpose of this discussion, I am considering non-operators. Mobile operators have plenty of profile and other information, and could presumably build significant mobile ad businesses, but for that they will need to start thinking beyond voice and new customer acquisition. I don’t see that happening in a focused manner for at least a couple years in India.)

So, the mobile number is available. How can this be the fulcrum around which a rich profile is built, and then that is used for targeted ads, where the result to conversion is tracked. On the Internet, this is being done via cookies. But the fact that one can link a mobile number to actions should help in more measurability.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.