Why Is Mobile Marketing & Advertising So Hard To Measure?

One of the biggest complaints coming from those involved in mobile marketing and advertising — and those sitting on the sidelines — is the lack of tools to …

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Why Is Mobile Marketing And Advertising So Hard To MeasureOne of the biggest complaints coming from those involved in mobile marketing and advertising — and those sitting on the sidelines — is the lack of tools to properly measure the effectiveness of mobile ads.  It’s one of the largest inhibitors for brands leery of the concept, and a primary roadblock that has to be overcome…but how?

In yet another study, it was found that more than half of executives would inject more money into mobile marketing if there was a better way of measuring its effectiveness – 58% to be exact, who simply want greater accountability in the segment.  “As our research shows, there is a clear appetite for an industry-wide measurement platform,” said O2 Media Managing Director Sean Gregory.  “The launch of Mobile Media Metrics will more than meet this need.”  While an industry-wide measurement platform would be ideal, it’s simply not viable in the current state of mobile marketing.

The problem is fragmentation of information.  Running a mobile campaign relies on multiple platforms, varying technologies and fragmented metrics from various sources, leaving many holes in its path.  You’re most likely faced with overlapping reports from ad-networks and agencies, duplication of conversion tracking to your site/mobile app and the daunting task of bringing everything together into something that’s actually usable.

While there’s no clear cut answer, and standardization and centralization of mobile metrics is a pipe dream at best, we’re left at the mercy of existing analytics providers and ad-networks to come up with an industry-wide solution.  The only answer in my opinion is for every ad-network and metrics-provider to liberate the data they accrue, and make it available via APIs.  Developers could devise a solution or create a mashup of sorts to centralize and make sense of all the fragmented information that plagues mobile marketers and advertisers.

With APIs, marketers could access only the data that matters most to them, and utilize it to their advantage without all the extra noise of metrics that aren’t needed.  Startups have already recognized the industry-wide need of accurate and viable mobile measurement, but until some standardization is accomplished, it will likely remain a fragmented pipe dream.

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10 comments

  1.    Reply

    […] smartphones into a wallet.  Although measuring mobile marketing may be fragmented for now (click here and here for more info,) Web metrics are expanding to encompass our ever changing use of technology […]

  2.    Reply

    Yeah right. That is also the reason why I am not really interested in the mobile marketing. There is no guarantee that it really works.

  3.    Reply

    […] had an on-going rant, along with most of the mobile advertising industry, regarding a lack  of truly usable mobile […]

  4.    Reply

    […] of the biggest complaints coming from those involved in mobile marketing and advertising — and those sitting on the sidelines — is the lack of tools to properly measure the […]

  5.    Reply

    […] to address the lack of standardized metrics for measuring audience engagement, which is no doubt a huge problem in the realm of mobile advertising, but doesn’t address the big picture, or account for metrics stemming from integrated […]

  6.    Reply

    APIs are only part of it… The key here is how all the different ad networks and analytics solutions identify individuals. Differences in those methods will deliver very different results and cause lots of questions about the quality of the ad targeting. It will also mean that aggregating data across ad networks and campaigns is much harder.

    Most solutions still rely on cookies, IP addresses and specific device headers to identify unique individuals.

  7.    Reply

    Campaign planners also want to measure SMS, MMS and Mobile Video as Well mobile internet usage.

    All of these are valid mobile advertising / marketing channels do it is not just about ad networks.

    To get access to all of the data required to accurateley measure how a campaigns are performing will continue to require significant integration efforts.

    The concept of accessing data over APIs is a good way to go.

  8.    Reply

    Well there does exist a solution for this, and it’s called Adremixer, whose goal is to aggregate and analyze end-to-end mobile ad performance across multiple ad networks, bringing together data from the ad networks and your mobile site / app to calculate and compare the performance of every campaign you run.

  9.    Reply

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