Nielsen Report: The Mobile Tipping Point
June 6, 2014
Untitled Document

The new mobile medium represents an appealing opportunity for brand marketers - enabling them to reach a pool of consumers that are growing by the day anytime and anywhere. Because of its relative youth, however, there is still confusion over how best to engage in mobile advertising. Differences in technology mean that marketers cannot always employ the same best practices in mobile that are used for television or online advertising.

Unlike the online medium, mobile is being adopted for branding purposes relatively early. However, mobile marketers and media owners identified the inability to measure the effectiveness of their mobile efforts consistently with other media as one of their biggest pain points, and a significant barrier to mobile growth.

Through interviews with advertisers, agencies, and media providers, this paper provides insights on current mobile advertising activity, the mobile advertising outlook for the coming year, and best practices emerging for measuring and optimizing mobile advertising.

Highlights from this report include:
• Spending on mobile brand initiatives will grow faster than spending on direct response initiatives in 2014. One-fifth (21%) of advertisers will increase their mobile brand spend by more than 20 percent in 2014.

• Roughly three-quarters of new mobile funds will come at the expense of other online and offline budgets.

• Advertisers are increasingly using mobile advertising as an integrated, cross-platform tactic, and are running it in conjunction with other online (90%) and offline media (80%).

• Accordingly, marketers would “prefer to use the exact same metrics used in the offline medium, and additional metrics specific to the mobile medium” to measure their mobile campaigns (39%).

• Advertisers most desire GRPs to measure audience reach (37%) and brand lift to measure ROI (53%). Publishers, however, mainly report ad server impressions (78%) and clickthrough rates (74%).

• As a result of this misalignment, many advertisers (55%) are doubtful or unconvinced of publishers’ targeting claims and about mobile advertising’s effectiveness, indicating that the medium’s potential growth may be hampered by a lack of relevant metrics that are widely adopted and used.

• In addition to relevant metrics, there are other best practices that, if adopted, brands and agencies said would increase their use of mobile brand advertising, including:

     • Alignment on and communication of campaign goals before the campaign start (68%)
     • Monitoring campaigns for in-flight improvement opportunities (68%)
     • Calculating the ROI of every campaign (77%)
     • Measuring reach and ROI at the same time (70%)

Media sellers and agencies that adopt these best practices and invest in what is needed to deliver these capabilities will be in the best position to capture resulting growth in mobile brand spending.




 
Breaking News
iHeartMedia/Nashville Names Savannah Grimm MD For WRVW (107.5 The River)
CBS Corporation Announces $1.46 Billion Debt Financing In Connection With CBS Radio Spinoff
Eric Powers Debuts New Streaming Channel POWERS RADIO, Returns To Airwaves To Host Mornings
In Brief - September 28, 2016
September 27, 2016
Katy Perry Teams With Funny Or Die & iHeartMedia To Rock The Vote
WPLJ/New York Nighttime Stars Ralphie and Melony Torres Flip On-Air Shifts
Jacob Leshaa Promoted to Digital Program Director of Entercom San Francisco
September 26, 2016
Kim Guthrie Appointed President of Cox Media Group
Lori Bennett Joins Cumulus Grand Rapids As OM/PD
iHeartMusic Music Festival Rocked Las Vegas
KPLV-FM (93.1 The Party)/Las Vegas Flips To 93.1 The Mountain
KUDL (Star 106.5)/Sacramento To Recognize Residents' Service To Community
September 23, 2016
iHeartMedia Introduces On Demand Services iHeartRadio Plus & iHeartRadio All Access
2016 NAB Marconi Radio Award Winners Announced
September 22, 2016
Ray Nelson Joins Cumulus As VP/Market Manager, Huntsville, AL
Britney Spears Headlines An All-Star Lineup For B96/Chicago's Jingle Bash
Concord Music Group Appoints Tom "Grover" Biery SVP/Digital Marketing, Strategy and D2C
B98.5 & Melissa Carter Celebrate Atlanta Pride 2016
September 21, 2016
iHeartMedia Honolulu Unveils On-Air Lineup For 93.9 The Beat
Cumulus Brings "Zazza Mornings with Cheree" To WZNS/Fort Walton Beach & WABD/Mobile
New ASCAP Digital Team To Transform Services For Members, Licensees
In Brief - September 21, 2016
September 20, 2016
Report: Pandora Tops Rapidly Changing US Music Streaming Market
2016 iHeartRadio Music Festival Superstar Presenters and Attendees Revealed
Music News
Drake's Views Back at #1 on Billboard 200
Quick Hits: Adele, Drake, Lumineers, Green Day
Louise Goffin plays Carnegie Hall with music legend Donovan
Metallica to Perform on The Howard Stern Show
The Weeknd Releases New Single with Daft Punk
FMQB Photo Pass: AC/DC
Beyoncé to Headline Charity Tidal X Concert
Quick Hits: The Weeknd, Metallica, Lady Gaga, Chance the Rapper & Kanye West, Tori Amos
Quick Hits: Prince, Mariah Carey, AC/DC
Five New Debuts in Billboard 200's Top Ten
Quick Hits: RHCP, Lady Gaga, Bon Jovi, Green Day
Quick Hits: Prince tribute concert, Coldplay, Billie Joe Armstrong
Lady Gaga's New Album Joanne Arrives October 21
FMQB Retro-Active: Ken Sharp Reviews Jeff Lynne's ELO Live In Concert and Chats with the Unique Performer
Quick Hits: DNCE, Tom Morello & Global Citizen: The World On Stage
FMQB NOW

          Question Of
           The Week

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!