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.
Mobile is just one part of the consumer journey, as people today jump from mobile to other digital and offline channels, so measuring ROI requires tracking consumers’ actions on other channels after they see a mobile ad. Here, just 8% of digital marketers were able to connect mobile ad viewers across online and offline channels with no limitations.
But once again, there was a sign of hope, as 43% of respondents could track those who saw a mobile ad across online and offline channels with limitations—something that the adoption and integration of data-gathering technology could help fix. Read the rest at eMarketer.