Measurement is no longer new. So, any agency worth its weight will be able to handle a candid discussion around measurement during the pitch process. Many even welcome it and take it as their opportunity to impress.
During the pitch process, many larger briefs are now awarded based on the chemistry and results of a ‘pitch project’ undertaken by a few shortlisted firms. Like living together before marriage, going about the process in this way allows agencies and clients to test the working relationship before taking the plunge. But pitch projects should go beyond ‘chemistry checks’ to also include hard measures to gauge learnings, if not results.
So, what can be measured in Mobile?
As with digital campaigns, mobile campaigns can measure impressions, clicks, engagement, behaviours and actions. But, given the short timeframe for the pitch project, it’s often best to focus on how quickly you learn together as a agency/client team. With this in mind, a range of variables should be reported within the measurement programme: response rates by country, region, device type, mobile platform, time of day distributed, advertising platforms and creative/message.
Why?
If clients judge the pitch project’s success purely upon impressions and clicks, competing firms with a short-term focus may shine, eliminating firms who will do the best work for your brand and achieve the best results over the longer term.
Perhaps you disagree. Can agencies focussing on the immediate uptake of a campaign be the right choice? As always, we’re always open to different opinions and who knows- perhaps you could change our mind.
