Nearly all marketers increased their mobile ad budget in 2014—93% worldwide, according to a June 2014 study by Forrester Research for Acxiom and 4INFO. But more spending means more measurement to prove that increased investments are worth it, and the research found that marketers hadn’t quite mastered this part yet.
Among digital marketers worldwide, fewer than 18% said they were very confident in their ability to measure mobile ad return on investment (ROI). And while an additional 62% of respondents were somewhat confident in determining mobile’s ROI, “somewhat” doesn’t always stack up when presenting to the C-suite. Still, that a very impressive 80% had some level of confidence indicates that marketers are figuring out how to prove mobile ads’ value. Read the rest at eMarketer.