Tablet metric system to give advertisers better insight

In an effort to help businesses gauge the effectiveness of advertising on tablet computers, research and data analytics firm InsightExpress has released a tool that measures the brand impact of a marketing campaign run on the mobile devices.

Tablet computers and other mobile devices seem to be directing many of the emerging trends in the marketing industry at the moment, though marketers may have a difficult time judging the impact of the new medium. For example, many tablet browsers do not accept third-party cookies, which could force a company to reconsider elements of its marketing strategy.

The tool, called Tablet AdInsights, is intended to provide advertisers with information about their tablet-based campaigns by posing questions regarding awareness, message association, favorability and other metrics to controlled and exposed groups, revealing details about the campaign's impact.

Digital marketing firm Efficient Frontier estimates that mobile devices will account for 22 percent of online advertising spend in 2012. As it is apparent that marketers are already moving toward more mobile advertising, the ability to determine a campaign's impact is crucial to ensuring money is not wasted.