New Report by BIA/Kelsey Focuses on Measuring Mobile Advertising's Effectiveness
January 16, 2014

A new report by BIA/Kelsey reveals the tipping point for advertisers embracing mobile will arrive this year. Improved location targeting, such as geo-fencing, demonstrates the ability to influence consumers' offline purchase decisions. "Attribution: The Next Phase in the Age of Mobile Advertising" is available as a free download on the BIA/Kelsey website. 

"Mobile holds a 12 percent share of consumer's current media consumption, but has a disproportionately low - three percent - share of U.S. ad dollars," said the report's author Michael Boland, Vice President of content, BIA/Kelsey. "However, we see a few factors that will counterbalance this in the coming year, including location-targeted ads and the ability to measure effectiveness through attribution technologies."

BIA/Kelsey's U.S. Local Media Ad Forecast projects the breakdown of ad dollars associated with location-targeted campaigns to be 37 percent of total ad revenues ($1.4 billion) in 2012 and growing to 52 percent ($10.8 billion) by 2017.

A term gaining recognition by marketers is attribution, which involves measuring advertising effectiveness and its return on investment. The report examines ways mobile advertising and attribution are materializing, how mobile location data is playing a central role in these approaches and where they're moving next.

The report classifies developing attribution methods in three ways: location data analysis, (tracking users spatial behavior post ad exposure); panel data (tracking large samples of mobile users to derive insights); and offline purchase data (correlating lifts in sales to ad effectiveness).

Mobile adoption, especially by brand advertisers who spend the most on mobile advertising today, is driving demand for more precise ROI metrics. As this trend continues, development of attribution solutions will accelerate. For advertisers, publishers and ad tech players, attribution tactics will involve a combination of methods outlined in the report.




 
Breaking News
eQB NOW
Pandora Reports Q3 2014 Financial Results
October 23, 2014
Nielsen Reports Third Quarter 2014 Results, Announces $1B Share Repurchase Authorization
iHeartRadio Now Available For Use In Apple's CarPlay
In Brief - October 23, 2014
October 22, 2014
Pandora AMP Allows For "Large Scale" Artist Analytics
Spanish Broadcasting System Names Eric Garcia Radio Revenue Chief, GM, New York Market
The Conclave To Honor Ginny Morris With The Rockwell Award
In Brief - October 22, 2014
October 21, 2014
Report: Ron Fair Departs Virgin Records
Adobe, Nielsen To Create Comprehensive Measurement Platform For Digital Content
DMR/Interactive Names Doug Smith VP/Marketing Strategy
Triton Digital's August 2014 Ranker: Major News Events Show Impact On Top 20 Streaming Audio Markets
October 20, 2014
iHeartMedia San Francisco Names Mark Adams PD of KYLD & KIOI
Premiere Networks Promotes Claudine Cazian To VP/Programming & Branded Entertainment
Entercom Names Carlos Lamadrid VP/National Sales, Strategic Partnerships
Pandora Hires Steve Bené As General Counsel
In Brief - October 20, 2014
October 17, 2014
In Brief - October 17, 2014
The Week In Review: 10/13-10/17
October 16, 2014
Michael Jordan Named PD At WAMZ
Dan Chertoff Named VP, A&R, RCA Records
Greater Media Chairman, CEO Peter Smyth Named Among The 2014 Giants of Broadcasting
Joe Cuello Joins TuneCore As Chief Creative Officer
Music News
Taylor Swift Reveals Songs of 1989
One Direction Goes "On The Road Again"
Quick Hits: American Music Awards, Justin Timberlake, New Now Next Awards, Foo Fighters, Jake Miller, ShipRocked
Florida Georgia Line, Bob Seger Lead Sales Chart
Quick Hits: Taylor Swift, Foo Fighters, Gwen Stefani, Cold War Kids
Charli XCX, Haim and More Contribute to Hunger Games
Quick Hits: Meghan Trainor, Smashing Pumpkins, Milky Chance
U2 Sits Down For Intimate Radio Special
Quick Hits: Coldplay, Gwen Stefani, Foo Fighters, Dropkick Murphys, Madisen Ward and the Mama Bear
One Direction Reveal Four Tracklist
The Week In Review: 10/13-10/17
Quick Hits: Iggy Azalea, U2, Snoop Dogg / Pharrell, iHeartRadio Fiesta Latina
Pitbull Goes Global In November
Quick Hits: Sam Smith, MTV EMAs, Songwriters Hall of Fame, The Pixies, Fall Out Boy, Bonnaroo
Jason Aldean, Hozier Top Album Sales Chart
FMQB NOW

Christopher K
APD/MD, KDND & KUDL
Sacramento

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!