However, the report called for “the need for further progress in ROI measurement” and accountability with 21% of marketers stating that they have been solidly successful in mobile – a slight decrease from a similar 2010 study.
Over 40% of marketers indicated that they are concerned with having proper mobile metrics in place, and another 42% are concerned with an inability to prove ROI.
“Industry leaders have been pressing hard for advertising metrics and measurements,” said Bob Liodice, ANA president and CEO.
“Initiatives such as 3MS (Making Measurement Make Sense) need to be a priority as these will provide the groundwork for more accurate, efficient and in-depth mobile measurement.”
“There is no doubt that Mobile is a powerful vehicle for creating deep experiences with consumers. It has transcended beyond a connection and convergence device. Mobile is not just changing consumer behaviour; it is impacting business through customer service, eCommerce, awareness and more. The potential is huge,” added MediaVest CEO Brian Terkelsen.
Marketers reported that their most common objectives in mobile include brand building/management (83%), awareness (78%) and customer loyalty/retention (74%).
However, with only half (53%) reporting success in mobile, it is clear that marketers are still developing a clear understanding of how to use it.
