Effective Mobile Ad Measurement to Unlock Torrent of Multichannel Campaigns
08 September 2014 - 1:00PM
Business Wire
Ninety-Three Percent of Marketers Would Run
More Cross-Channel Campaigns in 2014 if They Were Able to
Effectively Measure Mobile Advertising Performance According to New
Commissioned Research from Acxiom and 4INFO
Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and
software-as-a-service company, and 4INFO, a mobile advertising
technology company, today released the findings of their joint
study “Master Mobile Measurement to Unleash True Cross-Channel
Advertising.” According to the commissioned study conducted by
Forrester Consulting on behalf of Acxiom and 4INFO, marketers “lack
the confidence required in their cross-channel advertising programs
to understand the program’s value and justify higher investment.”
Results indicated that improved mobile advertising measurement
would significantly increase the investment in, and execution of
both mobile and cross-channel advertising campaigns among the 100
U.S. digital marketing decision makers from consumer-facing brands
surveyed.
Increasingly advertisers are beginning to respond to the major
consumer behavioral shifts driven by the explosive growth in mobile
adoption, yet the immature mobile advertising ecosystem continues
to present significant challenges in targeting and measuring mobile
campaigns. Ultimately, this impedes cross-channel marketing’s full
potential. This was clearly evidenced in the findings with 93
percent of marketers surveyed citing that they would have run more
cross-channel campaigns this year if they had been able to
effectively measure their mobile advertising performance.
According to the research, personalized targeting is the first
step in effective cross-channel campaigns, as marketers must be
able to reach the right consumer with their message and then track
their subsequent actions across channels. While marketers hoped to
accomplish this today, a surprising 42 percent cited the inability
to accurately target the same user across channels as a top
challenge, and this hinders the ability to then accurately measure
the return on ad spend (RoAS). These challenges erode marketers’
confidence, with only 13 percent feeling very confident in their
ability to measure cross-channel.
Mobile has been a key component of cross-channel attribution and
yet it presents the greatest obstacle today. The majority of
marketers are still in the early phases of their mobile measurement
efforts. The inability to collect the right metrics to show the
impact of mobile advertising results in only 18 percent of
marketers feeling very confident in measuring the ROI of their
mobile efforts. This, in turn, is also holding back mobile
advertising spend.
The vast majority (86 percent) of marketers surveyed plan to
increase the number of cross-channel campaigns they will run this
year. The survey results also indicated that if they were able to
effectively measure their mobile advertising performance against
the metrics they care about, 86 percent of marketers would have
increased mobile ad spending for 2014.
“The consumer has already voted with their eyeballs and wallets,
and their attention span on their mobile devices,” said Josh
Herman, vice president of partner and product strategy at Acxiom.
“The key now is helping the advertiser catch up to that ubiquitous
consumer behavior in a way that gives them empirical confidence
that the mobile ads they bought found their audience and impacted
sales. The ability to both successfully identify the same consumer
across channels and accurately measure the return on ad spend
(RoAS) of cross-channel efforts will be essential for marketers as
advertising spans across mobile and beyond.”
“For marketers to feel confident in their mobile advertising
they clearly want to see more meaningful metrics in the form of
actual sales lift or new account openings, which really underscores
a disconnect between brands and their agencies,” said Chuck Moxley,
CMO of 4INFO. “The brands see the connection to revenue as an
absolute imperative, and they want to stop their over-reliance on
traditional campaign metrics and KPI’s like CTR, app downloads and
page views.
“Agencies will look at this data as a wake-up call – and
effectively use the business metrics their clients are demanding,”
said Moxley.
Enabling this mindset shift will require marketers to:
- Enable personalized targeting with
enhanced targeting capabilities.
- Focus on meaningful mobile advertising
objectives and metrics.
- Invest in the right tools and
technologies that provide a unified view of the consumer
To access or download the “Master Mobile Measurement to Unleash
True Cross-Channel Advertising” study and its takeaways for
marketers, please visit: http://bit.ly/1qpoCAs
About 4INFO
4INFO is a leading mobile technology company enabling brand
advertisers to unlock the power of mobile to achieve ROI that
matters most: sales lift at the cash register. A privately held
company, 4INFO's brand ad revenue tripled in 2013 over 2012 – and
continues to experience exponential growth. 4INFO's patented mobile
technology has tied 152 million mobile devices to 101 million U.S.
households. 4INFO's flagship product -- AdHaven Bullseye-- enables
advertisers to target consumers with the same precision as online
and direct mail advertising. AdHaven Bullseye anonymously matches
mobile device data to household-level purchase data providing the
ability to measure actual sales results from a mobile ad spend.
Launched in March 2013, 4INFO's AdHaven Bullseye has already
powered mobile ad campaigns for more than 140 national brands with
impressive accuracy and results: average sales increases of 7.5%,
ROI averaging 382% and as high as 823%, and market share increases
at the expense of competitors. 4INFO collaborates with the most
trusted 3rd party data providers of purchase and lifestyle data --
including Acxiom, Nielsen, and Nielsen Catalina Solutions. On the
forefront of mobile innovation since 2004, 4INFO is headquartered
in San Mateo, Calif., with offices in New York, Los Angeles,
Chicago and Boston. Learn more at http://www.4INFO.com.
About Acxiom
Acxiom is an enterprise data, analytics and
software-as-a-service company that uniquely fuse trust, experience
and scale to fuel data-driven results. For over 40 years, Acxiom
has been an innovator in harnessing the most important sources and
uses of data to strengthen connections between people, businesses
and their partners. Utilizing a channel and media neutral approach,
we leverage cutting-edge, data-oriented products and services to
maximize customer value. Every week, Acxiom powers more than a
trillion transactions that enable better living for people and
better results for our 7,000+ global clients. For more information
about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of
Acxiom Corporation.
AcxiomInes Gutzmer, 404-434-0237Corporate
Communicationsines.gutzmer@acxiom.comGACXMorBELA Communications for
4INFOElaina Boudreau, 913-660-0548eboudreau@belapr.com
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