NEW YORK ? Mobile advertisers have plenty to look forward to, according to a Mobile Ad Summit panel titled ?Show me the Money!?

The session was dedicated to measuring the  return on investment brands can expect from mobile advertising campaigns. Moderated by Mike Wehrs, president and CEO of the Mobile Marketing Association, New York, he questioned the panelists on metrics and expectations for mobile advertising.

?Mobile is increasing exponentially,? said Krish Arvapally, cofounder and chief technology officer at Mojiva. ?We can see the users are growing and that?s where advertisers get the maximum exposure.

?We?re seeing growth around three times of that from September last year,? he said. "It?s all about mobile being easy and having the cost-per-acquisition remaining lower because of the clarity and ease-of-use you can get on a mobile phone.?

Mr. Arvapally explained that the ROI always comes back down to the basics. The attractiveness and relevancy of the banner ad means everything.

Two other important factors are having an optimized landing page that works for the consumer's phone and having a simple, clear call-to-action.

Mr. Arvapally said that these are the factors that improve ROI.

The panel also discussed the importance of multichannel integration.

?Mobile is an element of the overall campaign, just like it is online,? said Todd Anderman, senior vice president of digital media at Hachette Filipacchi Media U.S., New York.

?If the online and mobile components of a campaign are going for the same goals, it makes a lot of sense,? he said.

Mr. Anderman said that tying mobile in with traditional media and advertising outlets is crucial to any successful marketing campaign.

Mr. Wehrs then directed the conversation toward winning over big-brand clients.

Panelists agreed that using a uniform vocabulary among networks and agencies will not only grow the mobile industry as a whole, but also put clients at ease.

?Use serving capabilities that are already out there,? said Jason Spero, general manager in North America at AdMob, San Mateo, CA. ?Buyers want to use the tools they already have so you have to have common definitions for results.

?Measurement of a unique audience is now a place where everyone is using the same vocabulary but we have to focus on after-the-click,? he said.

Mr. Spero continued by saying that the whole process should start with the buyer and their goals, rather than the medium.

Konny Zsigo, CEO of the Wireless Developer Agency, agreed with Mr. Spero, maintaining that a common vocabulary, especially for reporting, would be more than helpful when wooing a client.

Mr. Zsigo finished the panel by demonstrating the relationship between ROI and cost per acquisition.

?There are two kinds of people,? Mr. Zsigo said. "There are people who subscribe and people who buy something and don?t stay.

?Certain customers are cheap to acquire but they leave quickly,? he said. ?But if you fish in this other pond where it?s more expensive, the customers last.?