The market for mobile advertising is forecast to reach $11.4 billion this year on the back of explosive growth in smartphones and tablets, but companies like Google, currently the world leader in mobile advertising, are all too aware of a big issue that could trouble the industry longer-term: there aren’t enough tools out there for businesses to measure how effective their campaigns are relative to actual sales. So the search giant is taking the bull by the horns and rolling out a new service to combat that: a calculator, called the Full Value of Mobile, that helps businesses that use Google’s mobile advertising services — specifically using AdWords — to measure how their mobile marketing translates into actual business, both online and offline.
Perhaps not coincidentally, Google’s calculator is launching on the same day that local listings service Yelp is releasing its own estimating tool for small businesses to measure the impact that Yelp is having on their business. It’s like the old saying about buses.
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