Mobile Campaigns, Measurement Not Keeping Up With Consumption 04/12/2016
Mobile advertising may suffer from the hype surrounding it. Some 21% of respondents to a recent survey said they either did not know how to measure their return on investment (ROI) from mobile campaigns or just did not measure it — for search, social and display advertising.
The detailed study, released Tuesday and based on a survey of 400 marketers surveyed by ClickZ in partnership with Search Optics, analyzes the state of mobile advertising in 2016. The study looks at perception, strategy, and techniques such as programmatic media buying in terms of return on investment, measurement and attribution, and effectiveness for different stages in the marketing funnel.