Well, do your mobile analytics homework and you’ll find out…

At a time when smartphones and tablets are in almost every person’s hands – or in the case of tablets, laps – New York hosted two insightful conferences on mobile last week, which had one common theme – ‘Leveraging the mobile opportunity’. The main focus at the IAB mobile marketplace conference was mobile marketing, which offered practical advice on how brands can develop a successful mobile marketing strategy. Attended by media professionals, agencies and brands, the IAB’s fully-packed agenda featured case studies from ESPN, HBO, SkyGrid and expert advice from companies such as Hyperfactory, MDC Partners and Bango, among many others.

With measurement being at the heart of mobile marketing, Bango’s session Is it working? offered an insight on how best to manage mobile metrics, at a time when some brands are still unsure about exactly what and how to measure on mobile. “With over 270 million mobile US phones, there are many ways to market; SMS campaigns, banner and text ads and search marketing”, said Elaine Bramley, SVP Customer Services of Bango, “Analyze and understand who your target audience is, mobile is more precise as it has a unique user identity, so measure carefully and accurately.”

You can view the presentation that Elaine delivered at the IAB Mobile Marketplace here.

“Apps are a bridge technology”

If you were at the paidContent mobile conference, which took place the following day, you would have heard this controversial statement from Mike Steib, Director of Emerging Platforms at Google: “Apps are a bridge technology, in the end it all goes back to the singular web”, he said, when asked where mobile content and ways of delivering it are headed and whether mobile media is about search or apps. In addition, Eric Johnson, EVP, Multimedia Sales at ESPN added that there will continue to be both and that the separation in content that works between the two will determine their evolution.

Other major companies present at paidContent mobile included high-level executives from the BBC, NBC Universal, The New York Times, HTC. They offered their views on how the smartphone boom is impacting on their businesses’ online strategy and changing the way they engage with their customers.

You can read the full coverage of the event here