Font Size: 

A growing need for measurement metrics on wireless data service quality, traffic measurement, mobile commerce, and advertising offers the opportunity for advertisers and advertising agencies. In order to sell their wireless media services, agencies have to present the results of advertising effectiveness. Strategic considerations we have to address when developing advertising measurement should include: target marketing, comparability, isolated vs. coordinated ad placement, depth vs. breadth, and viability of the advertising model. CPM and flat fee models count only the number of visitors exposed to a particular ad. We proposed a model based on interactivity metrics, as the degree to which the visitor interacts with the target and presents the value and effectiveness of an ad. Marketers are interested to measure the revenue spent from a purchase as the ultimate outcome.