Enhanced mobile analytics, new solutions for dynamic ad targeting and display ad remarketing are among the key new features in an expansion of Omniture's Marketing Suite.

In launching version 2 of its Marketing Suite, the Adobe subsidiary and provider of online business optimisation software, believes that it is now offering the industry's first integrated suite of applications and services that enables marketers to unleash the power of their customer data to optimise ad spend and conversion. In addition, Omniture says that the suite will help marketers create relevant, personalised experiences for their customers.

The new Mobile Analytics enhancements include making App Measurement for iPad now available to all of Omniture's SiteCatalyst customers to measure the application usage of mobile applications being run on the iPad. Additionally, the devices database within SiteCatalyst has been updated to recognise iPad devices, so marketers can now include reporting by this mobile device within their SiteCatalyst environment.

In February 2010 Omniture added mobile video measurement capabilities to SiteCatalyst within its so that it could allows customers to measure video hosted on mobile optimised Web sites and video embedded in mobile iPhone applications. This meant advertisers could add mobile channel reporting into their current video measurement strategies, allowing them to gather insight about the impact of the mobile channel on the overall video distribution and monetization strategy. Furthermore it allows the measurement of differences in video campaign effectiveness on mobile Web sites and in iPhone applications and shows how user interaction with video drives customer conversion on mobile sites and in iPhone applications.

"As consumers continue to respond well to online video, more and more companies want to understand how best to leverage video to create a more engaging mobile application or mobile Web site," commented Matt Langie, director of product marketing, Omniture Business Unit. "This new mobile video measurement capability...gives marketers the insight they need to know which mobile video strategies are working and which need to be optimised to create better experiences for their consumers and to increase their appeal to advertisers with a measurable, optimised mobile video channel."

"The complexity of the marketer's job continues to increase as customers engage with companies through online and offline channels, including new channels that did not exist just a few years ago," commented Bill Gassman, research director, Gartner. "Companies increasingly need an integrated marketing approach to acquire new customers, coordinate engagement with them across multiple channels and provide a better overall customer experience."