MediaCom deal with Medialets delivers mobile advertising tracking

MediaCom and Medialets have done a global deal to track mobile advertising results. Image: Emptyglass Free Digital Photos

"This global deal will help brands minimise the complexity and expense of delivering smart mobile ad campaigns, while significantly improving the depth and accuracy of mobile media measurement," MediaCom says.

The partnership will be rolled out to all countries in which MediaCom operates.

It is part of a wider drive at MediaCom to make mobile advertising more accessible for clients everywhere as smartphone and tablet use continues to rise. Research with MediaCom clients shows that some are reluctant to do more than simply test the mobile advertising market because of misperceptions that the medium is technically complex, confusing and expensive.

The Medialets ServoTM platform will help change these perceptions in three key ways:

• Its in-depth data and metrics will help MediaCom optimise and improve advertisers' mobile activity, making it an even more valuable part of their media schedules while reducing discrepancies in counting and delivery;
• It reduces the amount of time and work required to execute brand campaigns on mobile, while also providing consolidated reporting on impact;

• It gives MediaCom a clear overview of where it is spending clients' money on mobile, meaning the agency can identify what it has learned across its client base and create clear ground rules for best-in-class mobile advertising activity.