R

Radio Frequency Identification (RFID)

Technology that allows items to be “tagged” or tracked using radio waves. Some phones are equipped with RFID technology that can activate messages in offline mobile marketing like billboards and signs.

ROI (Return On Investment)

A measurement that incorporates all the costs associated with running the advertising campaign, including agency management fees, design fees, and the cost of the time the staff has spent managing the campaign. ROI is the success metric for mobile advertising because it allows advertisers to show that, for each dollar they spend on advertising, they are making more than a dollar back in value or return. ROI = (Gain from investment – Cost of investment) / Cost of investment.