SAN FRANCISCO ? Marketers need richer findings and engagements if they want to take advantage of mobile this year, according to exhibitors at the 2013 Mobile Marketing Association Forum San Francisco.

Mobile Marketer?s Lauren Johnson asked exhibitors and attendees at the conference, ?What do advertisers want from mobile in 2013.? Here is what they had to say.

Geoff Gieron, director of global operations and compliance at AdTruth, San Jose, CA
I think they want standardization. There is no direction in terms to navigate the mobile Web and app marketplace. Standardization and consumer choice mechanisms are not there yet on mobile. Everyone wants to know how to handle consumer choice in a rapidly-evolving landscape.

Orlando Tirado, vice president of connections at Vivastream, New York
They want richer insights and engagements with their brand. It is not about if they click on an ad or if they watched a video, it is about how they interacted with the content that the brand presented. It becomes more valuable for advertisers to move away from traditional metrics to see a return on investment.

Raphael Parker, business development manager at Kontagent, San Francisco
They are looking at which channels are working best and what the lifetime value is of the users. They want to track a user?s lifetime value minus the cost per acquisition to find the value of each user.

Gina Hoffmire, sales development representative at Responsys, San Bruno, CA
Consumers want all their emails mobile optimized and offers that are more relevant to them based on a past brand interaction.

Matt Gleim, senior marketing manager for mobile and social at ExactTarget, Indianapolis
The thing that we hear is to make it easy. The folks that are doing mobile well have broken the code. They are looking for companies that have a total solution and full support.

Lisa Peterson, director of solutions marketing at Neustar, Sterling, VA
They are looking for measurability. Mobile is dominated by pay-per-performance, and in the future they will be looking for comprehensive mobile marketing mix insights.

Jen Gray, vice president of marketing at ePrize, San Francisco
Advertisers want a simple, easy solution to enter the marketplace. A lot of brands are uncertain about how mobile fits into a marketing campaign.

Victor Milligan, chief marketing officer at Nexage, Waltham, MA
Advertisers want rich and precise data. They will lean on data as much as context in 2013 to deliver that.

Scott Townsend, director of marketing at Urban Airship, Portland, OR
What advertisers want is to translate investment into revenue ? there is a gap there. Consumers want their mobile devices to be their Swiss Army Knife and the ultimate utility device, but ads cannot serve that utility purpose. Typically the consumer is doing something else that warrants an ad as an interruption. If advertisers can look at mobile as an invitation versus an interruption, they would be better off.

Ellen Roberson, vice president of strategic partnerships at 3Cinteractive, Boca Raton, FL
I liked that some of the buzzwords are moving from managing campaigns to interactions and how to use contextually-relevant data to do this.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York