Mobile advertising metrics key challenge facing marketers

New IAB report on the mobile advertising landscape finds mobile components are part of nearly half of all display campaigns today

Mobile advertising adoption has been compared by the IAB to a ‘two-speed economy’ following the release of new figures on state of the market.

The second annual IAB/TNS Mobile Landscape Study found that two-thirds of the more experienced marketers surveyed expect display campaigns will have a mobile component by 2016. These marketers are also using more sophisticated metrics and are more open to increasing budgets for mobile activities, the Interactive Advertising Bureau (IAB) stated.

The report found nearly half of all display campaigns have mobile components today, and this is expected to grow by 43 per cent by 2016. Advertisers also showed a growing awareness of mobile advertising, with the ratio of those lacking understanding decreasing from 23 per cent to 14 per cent year-on-year.

Key development areas nominated by marketers this year include location targeting, video and cross-screen targeting. The role of video in mobile ad content, for example, is forecast to grow 85 per cent over the same timeframe.

The number one barrier to further investment is measurement weaknesses. Twenty-five per cent of respondents said this was the single biggest issue facing mobile advertising, up from 17 per cent last year.

Seventy-five per cent of agencies and advertisers also said publishers who lack a strong mobile presence or offering risk becoming less relevant to advertisers.

The IAB previously reported 14 per cent of digital was spent on mobile advertising in the last quarter of 2013.

“It is noteworthy that we’ve closed the gap in terms of advertisers’ understanding the importance of mobile,” said IAB director of research, Gai Le Roy. “The challenge before us now is to address measurement, which is something the IAB is deeply invested in.”

Last year, the IAB and Nielsen announced a mobile advertising audience measurement pilot in a bid to address industry demand for better mobile audience metrics.

Marketers were also found by IAB and TNS to be more comfortable with the mobile Web over apps, despite the fact that 89 per cent of consumer mobile use time in the US was shown to be spent on apps instead.

The latest report was based on in-depth surveys of more than 100 marketing and media professionals in Australia.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Data privacy, ethics, and the moving goal posts

Customers are becoming increasingly concerned with how businesses use their data. This has meant organisations need to take extra steps to allay the concerns their customers have with what data they are collecting, how is it stored, and how is it then used.

Why there’s more to content marketing ROI than just numbers

Most brands are producing more content than ever before. Even those still operating predominantly in campaign mode are finding social media demands an always-on content pipeline.

Jacki James

strategic planner, Zuni

Six lessons from Mobilegeddon

Google’s Mobilegeddon is the lesson many big companies and their marketers are learning the hard way.

Rob Marston

Managing director, Zeus Unwired

The next Advertising medium is Augmented Reality, Just when individuals thought promotions couldn't get any more interactive and close to...

Siddhu

The old billboard gets the flick as digital OOH advertising takes over

Read more

Augmented Reality is the most immersive and interactive medium at today and that works for all kinds of real world requirements. It allow...

Siddhu

Sunny Queen launches egg-citing augmented reality collectible cards

Read more

It's really helpful that you were able to share this kind of information in order for some people to know on what is this kind of word re...

best essay sites

It's time for CMOs to embrace ‘agile’ as a noun - Technology chief - CMO Australia

Read more

You nailed it Mark, not nice, not popular but true.

CruiseFactoryData

CMO Council: Marketers lack right customer metrics for digital transformation

Read more

An insightful post and I wholeheartedly agree that without clearly defined business goals any content strategy will be ineffective. The d...

Alastair Kane

Why there’s more to content marketing ROI than just numbers

Read more

Sign in