Friday, April 25, 2014
Advertisement:
What is RSS/XML?
Subscribe to FMQB News.

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
CC Media Holdings Reports Flat Q1 Results
SiriusXM Reports 11% Increase In Q1 Revenue
Nielsen Q1 Revenue Up 13%
Apple Reports Q2 Revenue Of $45.6 Billion
In Brief - April 24, 2014
FMQB FYI... Links You Should Know About
April 23, 2014
Jelli Launches Record Number Of Radio Stations On Its Ad Platform In Q1 2014
Matt Siegel Extends Contract With Kiss 108/Boston Through 2018
In Brief - April 23, 2014
April 22, 2014
CCM+E Announces New iHeartRadio Networks
Emmis Announces Investment in Funkmaster Flex
In Brief - April 22, 2014
April 21, 2014
Major Labels Sue Pandora Over Pre-1972 Songs
NBC And Clear Channel Celebrate Music's Biggest Stars At First Ever iHeartRadio Music Awards
Tanch Named Afternoon Host and APD At KHTP/Seattle
In Brief - April 21, 2014
April 17, 2014
Report: Two-Thirds See Radio As Local
L & L And Alpha Merge As Alpha Media
In Brief - April 17, 2014
FMQB FYI... Links You Should Know About
April 16, 2014
BIA/Kelsey Says "The Internet Radio Revolution Has Arrived"
In Brief - April 16, 2014
April 15, 2014
Alan Chartrand Named Market President For CCM+E-Boston
CBS Radio New York SVP Market Manager Don Bouloukos To Retire
Music News
Katy Perry Offers "Birthday" Surprise
Quick Hits: Lenny Kravitz, Nas, Nicki Minaj, Neil Young, Duran Duran & John Frusciante, Arctic Monkeys
Frozen Staves Off Arrival Of Four New Debuts
Quick Hits: Beyoncé & Boots, Coldplay, Wiz Khalifa, Saturday Night Live, Jack Johnson, Boston Calling Festival
Eminem, Pearl Jam & Outkast To Headline ACL Music Festival
FMQB Photo Pass: Christina Perri
Quick Hits: Lorde, Kings of Leon, Katy Perry, Jack White, Outkast
More Surprises At Coachella's Second Weekend
Quick Hits: Miley Cyrus, Prince, Gwen Stefani, Christina Aguilera, Guns N' Roses, Foo Fighters, Little Mix, Broken Bells, Maxwell
Prince And Warner Bros. Records Unveil New Partnership
Grohl & Novoselic Talk Nirvana's Hall Of Fame Night
Quick Hits: Coldplay, Forbes' wealthiest rappers, American Idol, Beck, The Whigs
AC/DC Will "Continue To Make Music"
Frozen Soundtrack Still Rock Solid In Sales
Quick Hits: Miley Cyrus, Jay Z & Beyonce, Made In America festival, Paul McCartney, The Who, Golden Gods Awards
FMQB NOW

Nick Petropoulos
Glassnote Entertainment
Group

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!